Like Microsoft, Google has had a confusing relationship with hardware. Also like Microsoft, Google is a hugely successful software brand looking to hit big with devices. The resources are there for success, but there have also been failures along the way. Even so, Google wants to focus more on hardware and is reportedly shifting employees from its Assistant product to devices.
Google has been telling employees it would be shuffling divisions for months. A new report from The Information suggests while the company is making staff cuts, it is also adding to its hardware division.
However, the additions will not be external but rather from the Google Assistant team. The report points to Google's belief that it has an opportunity to boost hardware sales. Samsung losing market share to Apple allows Google to believe its Pixel devices can compete with both giants. Let's be clear, Pixel smartphones have never been massive sellers, so where this belief comes from is uncertain.
Either way, Google is ready to make a hardware push and is moving labor from non-devices divisions to help. Alongside movements from Assistant, the company is also reportedly moving employees from Google TV to work on the Pixel Tablet and Wear OS.
As mentioned at the start, Google is looking to overcome hurdles that Microsoft has struggled with for years. Both companies (Microsoft Surface and Google Pixel) make beautiful devices that look good and compete with hardware from rivals. However, both brands also struggle to gain traction in terms of sales.
Google may think it can change the situation, but it is worth noting it is only this month that the company discontinued its Stadia cloud gaming hardware and platform.
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