Google is Your Newest Appliance

How Google is Using Household Centric Marketing to Reach More Consumers

It was Google I/O this week, nicely slotted in a month before Apple take over the news cycle again with WWDC. Alongside a glut of AI-based announcements was a bevvy of already-leaked devices: The Pixel 7a, Pixel Tablet and the Pixel Fold.

The Pixel 7a has already proven to be a review success with samples sent out to tech blogs and YouTubers ahead of time and has inherited the crown of best budget phone from their previous Pixel 6a and 4a models. The Tablet and Fold however are new entries into untapped markets for Google and I wanted to highlight how they are making a different play for users than Samsung and Apple.

Google is no stranger to the tablet market and many Android users will have fond memories of its now-defunct Nexus 7 and Pixel C device lines. The last of those was released back in 2015 so seeing them make another play for a market long sown up by Apple is a surprise to say the least… or it is until you visit the Pixel Tablet product page.

With a UK price of £599 putting it in direct competition with the superb 10th Generation iPad you would assume Google would be looking to go toe-to-toe with Apple, but a glance at their marketing tells a different story.

One look at the iPad website shows Apple framing their device as a creative and productivity tool and with accessories like the Pencil and a Keyboard case they double down on this. And why shouldn’t they? The iPad at…