Google: Old School Advertising Embraced

May 23, 2019

Price is important.

What difference does a little letter “i” make? Not much in one recent ad campaign, because it can be considered implied. “Google Rips iPhone for Being a Rip-Off,” reports ZDNet. Writer Chris Matyszczyk noticed that Google’s ads had been comparing their Pixel 3a, at $399, to “Phone X,” priced at $999—the same cost as a 64GB iPhone X, as it happens. However, he insists, this is about as accurate as comparing a Mini to an Audi A8. The write-up observes:

“In essence, then, Google wants you to believe that its 3a is just as good as an iPhone that’ll cost you more than twice as much. … I don’t dispute for a nanosecond that the Pixel 3a isn’t a very fine phone. Some might say, though, that its specs might bring it closer to an iPhone SE than an iPhone XR. If you buy a 3a, you’ll make so with a single camera for your selfies — the shame of it. You’ll also have a far slower processor. Oh, and you won’t be able to drop it down the toilet or in the swimming pool without ruining it. One more thing. Your wireless charging joy will be extinguished.”

Still, Matyszczyk concedes Google may have a point to make about inflated phone prices. Few people are prepared to pay a grand for their phone, so Android will benefit if Apple is painted as a brand for elites. The author wonders, though, whether some buyers will be disappointed in their Pixel 3a’s in the end. As always, caveat emptor.

DarkCyber believes that super expensive smart phones are likely to face headwinds. Lower cost options may produce revenue volume. Will profits follow? Worth watching this Don Draper moment.

Cynthia Murrell, May 23, 2019

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