Latest Launch of Google Is More about the Branding
Google launched its latest flagship phones, Pixel 4 and 4XL amidst much fanfare in its annual event in New York City. It appears that the company is only focused on branding now rather than on technical aspects. This is because the new launches have marginal improvements as compared to their predecessors, but still the company launched them in a manner as if they had made a major breakthrough.
This tradition of launching new products as revolutionary is going across the industry. Last month in September, Apple did the same when it introduced three new iPhones and revamped Apple Watches along with two new subscription services. It was followed by Amazon two weeks later at the Alexa event where it launched some new gadgets.
The feature that was common and evident in all these launch events was that these giant tech companies were introducing their products as revolutionary and major breakthroughs. In reality, they were merely the iterations of their existing product offerings. The series of product launches by these leading digital tech companies are nothing but an overstatement of recent innovations.
Exaggeration is never uncommon in the marketing and advertisement world, but these digital giants have taken it to an altogether new level by staging a precise strategy with their product launches.
The main focus of companies today doesn't appear to come out with specific and innovative gadgets. It looks like that they are more concerned about their positioning. They want to keep themselves in the centre of the aura of the so-called digital revolution to have a deep impression in the minds of users across the globe and thus acquire and maintain a big market share. The new product launches help shape public opinion and make the name of the companies.
To keep a dominant position in the digital market, the companies not just require to design sophisticated or innovative hardware and software but also require to nurture the myth that we are witnessing a state of an incessant revolution that is driven by them or they are the key engine. This myth is called "corporation determinism" as it makes you believe that a single agent or entity is bringing about all change like any other form of determinism. The way these heavyweights like Amazon, Apple and Google communicate through these launch events is their attempt to propagandize this myth. And, that is exactly what Google did.
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