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Google has unveiled a new set of devices designed to complement and update its "Made by Google" product range. This research note discusses the market implications and Google's ability to compete with Amazon, Apple, and Samsung.


  • Not only was AI present via Google Assistant being embedded on all devices that were announced, but it also showed up in the ability of Google's devices to observe and understand their environment. Google has truly brought "magic" to its devices, from Google Home Max which adapts its audio output based on where it is placed, to Google Clips which automatically captures shots on your behalf by recognizing the faces and expressions of your family, friends, and pets.
  • The design, materials, technology specs, and software execution of the new devices puts Google at the same level as Apple and Samsung, which is a significant achievement in just a year.

Features and Benefits

  • Assesses Google's new positioning in the device market.
  • Analyzes Google's ability to compete with Amazon, Apple, and Samsung.
  • Discusses the role of digital assistant and AI in device purchase intention.

Key questions answered

  • Will Google's new devices sell?
  • What's unique and disruptive in Google's new devices?
  • Will Google beat Apple and Amazon in the smart home?

Table of contents

Ovum view

  • Summary
  • Google Home will sell more than Pixel 2
  • Contextual AI is at the core of Made by Google
  • Google brings first eSIM smartphone to market


  • Further reading
  • Author

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