With three Pixels on the way, prices can only go up

Taylor Bell believes that Google’s expansion of the Pixel lineup to include three variants in the Pixel 9 series may lead to price hikes. The introduction of a smaller Pixel 9 Pro could push the XL model into ultra-premium pricing territory. This move aligns with the industry trend of embracing higher pricing for increased profit margins. The transition presents challenges for Google, especially in meeting the demands of an ultra-premium market. With this, Bell warns consumers to brace for potential price increases.

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Taylor Bell

Taylor Bell

Published on Apr 06, 2024

With three Pixels on the way, prices can only go up
Opinion post by
Taylor Bell

Google has long offered just two conventional Pixel flagships each year: a standard model and a Pro variant. However, it appears that the company is expanding its lineup with the Pixel 9 series, which includes three variants: a standard Pixel 9, a smaller Pixel 9 Pro, and a larger Pixel 9 Pro XL. With this new entrant, my mind immediately turns to pricing, and I’m willing to bet on price hikes in the future.

Here’s why:

  1. Ultra-Premium Pricing:
    • If the base Pixel 9 and the big Pixel 9 Pro XL maintain the same prices as the 2023 Pixel 8 ($699) and Pixel 8 Pro ($999), there could still be some wiggle room between them.
    • However, the introduction of the smaller Pixel 9 Pro might push the XL model into the ultra-premium segment, potentially reaching the pricing territory of the Samsung Galaxy S24 Ultra and iPhone 15 Pro Max.
  1. Hyper-Premium Trend:
    • Manufacturers like Apple, Samsung, and Sony have been embracing hyper-premium pricing to increase profit margins.
    • The big money in smartphones lies in this segment, and everyone wants a piece of the pie—including Google.
  1. Challenges for Google:
    • Google’s transition from two to three Pixel flagship phones could lead to an ultra-premium XL model in the long term.
    • However, an ultra-premium Pixel that’s not a foldable could be a significant challenge for Google as a new entrant in this space.
    • Google lacks the same popularity, availability, and repair channels as Apple and Samsung.
    • Its track record with bugs and hardware defects complicates any attempt to go super-expensive.
  1. Ultra-Premium Treatment:
    • An ultra-premium phone demands top-notch quality, and Google isn’t the most obvious candidate to provide that.
    • Additionally, Google’s use of its underperforming Tensor chipsets might pose challenges.
  1. Upward Trend for Pixel Pricing:
    • Between Google’s last price hike and the overall trend toward premiumization, it feels like Google is on an upward trajectory for Pixel flagship pricing.

In summary, brace yourselves for potential price increases as Google expands its Pixel lineup.

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