Why Google’s latest launch is more about the brand than the tech
Google has launched its latest flagship phones, Pixel 4 and 4XL. Although the new models feature relatively marginal improvements to their predecessors, the launch was staged with much fanfare by Google, as if it represented a major breakthrough for the company and the smartphone market – despite most of the product specs being leaked before the event.
The launch was just the latest in a series of product launches by leading digital tech companies that sharply overstated recent innovations.
On September 10, for instance, Apple introduced three new iPhones, revamped Apple Watches and two new subscriptions services, TV+ and Apple Arcade. Two weeks later, Amazon presented a long list of new gadgets at its Alexa event. All these launches have something in common: the “novelties” they introduce are merely iterations of their existing product offering, yet they are presented as revolutionary.
Exaggeration does not come as a surprise in marketing and advertisement. Yet digital corporations pursue a precise strategy with their product launches. The main goal of these events is not so much introducing specific gadgets. It is to position these companies at the centre of the aura that the so-called digital revolution has acquired for billions of users – and customers – around the world.
Notes for editors
Press release reference number: 19/158
Loughborough University is equipped with a live in-house broadcast unit via the Globelynx network. To arrange an interview with one of our experts please contact the press office on 01509 223491. Bookings can be made online via www.globelynx.com
Loughborough is one of the country’s leading universities, with an international reputation for research that matters, excellence in teaching, strong links with industry, and unrivalled achievement in sport and its underpinning academic disciplines.
It has been awarded five stars in the independent QS Stars university rating scheme, named the best university in the world for sports-related subjects in the 2019 QS World University Rankings, University of the Year by The Times and Sunday Times University Guide 2019 and top in the country for its student experience in the 2018 THE Student Experience Survey.
Loughborough is in the top 10 of every national league table, being ranked 4th in the Guardian University League Table 2020, 5th in the Times and Sunday Times Good University Guide 2019 and 8th in The UK Complete University Guide 2020.
Loughborough is consistently ranked in the top twenty of UK universities in the Times Higher Education’s ‘table of tables’ and is in the top 10 in England for research intensity. In recognition of its contribution to the sector, Loughborough has been awarded seven Queen's Anniversary Prizes.
The Loughborough University London campus is based on the Queen Elizabeth Olympic Park and offers postgraduate and executive-level education, as well as research and enterprise opportunities. It is home to influential thought leaders, pioneering researchers and creative innovators who provide students with the highest quality of teaching and the very latest in modern thinking.
Loughborough staff, students and alumni make a real difference. They challenge convention, think creatively and find solutions to some of the biggest challenges facing society today and in the future.
Meet the #LboroGameChangers at lboro.ac.uk/lborogamechangers