I think Android laptops are happening in part because Google does not see a future where Chromebooks rival Mac and Windows for market share. All the success Google has in various consumer form factors comes down to Android. To that end, one of my biggest questions about this reboot of Google’s desktop strategy is how much will Android laptops try to copy the success of smartphones.
9to5Google has a rebooted newsletter that highlights the biggest Google stories with added commentary and other tidbits. Sign up here!
Cellular + carriers
Laptops with cellular connectivity exist on the Windows side, while only a few Chromebooks have offered it over the years. The commonality between the two platforms is that LTE/5G has always been a paid add-on.
Will Android laptops change that status quo and include modems by default with a relatively minor price penalty? It would be a genuine differentiator and make for a big selling point. Google, especially in marketing, can play up how their laptops share this common trait with the Android phones people are familiar with. It’s an obvious and immediate selling point against Apple, which has not gotten around to adding cellular.
From the technical side, it would be a waste for Google not to take advantage of their cellular expertise. Namely, all first and third-party Android apps are already mindful of Wi-Fi versus cellular networks and not blowing through data. If Qualcomm is playing a key role with Snapdragon X Elite, modem integration is seamless.
Meanwhile, if cellular is included by default, Android laptops can be sold by carriers. This gives Google a prominent retail location that most importantly will serve as another demo space alongside the likes of Best Buy.
This opens the door to subsidized laptops that might be appealing to the price-conscious consumer. It gives carriers a business incentive to push Android laptops. However, how willing are people to see their cellular bill increase?
Customization
How much will OEMs be able to customize the experience? Will there be custom launchers and homescreens like on phones, or will everyone have the same core interface like on Chromebooks.
(I think Google brings over the concept of a homescreen — though there will only be one — that serves as a desktop to Android laptops. ChromeOS not having a desktop has always struck me as odd given how people are innately familiar with the concept, and treat it as a place to put files.)
I think it would be better for consumers if it’s consistent, but OEMs, especially Android ones, might be chomping at the bit to deliver a custom user experience that they believe — rightly or wrongly — helps differentiate their laptops from the competition.
For Google, that might help get partners on board and challenge Windows, but I think they’d also prefer to have an identical experience, so that they can push updates without manufacturers inserting a layer.
That said, Android XR on the Galaxy XR has revealed how Samsung customized the UI to match their other mobile devices, while Android Automotive is extremely determined by brands.
Similarly, how much end user customization is Google going to allow on desktop Android? Allowing third-parties to build alternative launcher/homescreen/desktop ideas might attract the technically savvy to the platform. What would be even more interesting is if desktop Android allows people to build alternate ideas for window management.
FTC: We use income earning auto affiliate links. More.
