What’s in a name? The Pixel 5 is NOT an upgrade over the Pixel 4?

A gadget’s name is important. Branding takes time to establish, and it serves as a shortcut for consumers. A potential customer doesn’t need to analyze every aspect of the gadget. If they liked SmartyPhone5, when it’s time to upgrade, they’ll probably like SmartyPhone7.

When a company changes their naming, or pivots from that strategy, it can cause confusion. Confusion in this market is often bad for sales. We should always be concerned about how a company presents a product.

At the same time, tech enthusiasts should also be a bit savvier than the “average consumers” we’re all so interested in protecting.

Google’s Pixel 5 is not an upgrade over the Pixel 4.

At least, the Pixel 5 isn’t an upgrade in the traditional sense we’re all used to. That doesn’t mean there isn’t a potential audience for the phone.

In 2019 Samsung shipped the Galaxy S10. In 2020 Samsung shipped the Galaxy S20. Now be honest. How confused were you that you missed NINE Samsung Galaxy phones between 2019 and 2020?

You weren’t confused at all? Good for you!

Taking an extra second to read up on a phone often clears up most of these issues. That’s really smart of you.

Taking that same approach to an XPERIA 1ii, LG Velvet, or even a Pixel 5, helps us move beyond just looking at a name and a number, and determining where the manufacturer is trying to position a phone.

I do find it frustrating that we don’t have a clear continuity from Pixel 4 to Pixel 5, but it’s not like Google didn’t give us a HUGE clue that something was a little different this year.

The Pixel 4 was an LTE device that launched at $899 for 128GB of storage.

The Pixel 5 is a 5G device that’s available now at $699 for 128GB of storage.

Considering Google is keeping the charger in the box, we can be pretty sure that’s not where they found $200 of savings WHILE using more expensive 5G components.

This is an incredibly intricate dance of price vs features. It has been for every manufacturer this year. In that regard, the Pixel 5 is more akin to the pivot LG made from the G8 to the Velvet. It’s not a direct continuation.

The Gadget Geek commentary has been a little insufferable.

In the amount of time it took us to grok Galaxy S10 to Galaxy S20, we should have been able to move on from the difference between Pixel 4 and Pixel 5.

The number of reviews and editorials we can dredge up that pan the Pixel 5 because of this lazy review assumption is too darn high…

“Google called it the Pixel 5, and it’s not even a ‘worth it’ upgrade for people that own the Pixel 4!”

Of course, reviewers would be ignoring the larger number of “average consumers” holding on to phones for two years and longer, if their concerns really were about protecting the MINORITY of Pixel owners that flip their phone every single year.

Worse still, reviewers that panned the Pixel 4 for having gimmicks like Soli radar (which added to the cost of the Pixel 4), now list those “missing features” as reasons to pass on the Pixel 5.

The important context for these phones is obfuscated by “hot takes” and “tough criticisms” from reviewers “telling it like it is”.

Reviewers are rarely the taste makers they think they are.

The Pixel 4 was panned for being too expensive, lacking an ultra-wide camera, having an expensive radar air gesture gimmick, and having poor battery life.

The Pixel 5 has an ultra-wide camera, doesn’t have a radar adding costs, has phenomenal battery life, adds lifestyle features like reverse wireless charging, includes 5G, and costs $200 less at launch.

In many ways the Pixel 5 is a more successful daily driver phone than the Pixel 4, and thanks to a lower price, we should expect it to sell better, with a broader consumer appeal.

We need to examine company claims with EVERY new product. It’s lazy only looking at a product name, looking at a spec sheet, and making up your mind about “deal breaker” compromises.

It’s exhausting spelling this out to people who should know better, but I continue to enjoy talking about phones like we talk about cars.

The average price of a new vehicle in the USA is about $35,000. Which vehicle wins?

According to phone reviewers, everyone shopping a car, with $35,000 to budget should only consider one or two options. It doesn’t matter if you need a truck or a hatchback. We MUST narrow down options in the market to a reductively simple showdown, which plays best for readership and ad revenue.

If a vehicle won’t get us clicks on our content, it must not be “worth it” for consumers.

[We can take that metaphor even farther for people that complain about the Pixel 5 being so similar to the Pixel 4a 5G by talking about sedans having different trim packages, but I’ll save that for another cranky editorial.]

The most critical aspect of being a tech fan is examining manufacturer claims, and offering advice for consumers to get the right fit gadget for their needs.

Google isn’t making grandiose claims about the Pixel.

There is no “Pixel Pro”. Google isn’t claiming you’ll suddenly become a Hollywood cinematographer with a Pixel. Google isn’t trying to convince consumers that a Pixel is more powerful than a gaming laptop.

Google’s focus? The Pixel is a showcase for Google services.

It’s a really easy review to write “The Pixel 5 doesn’t have all the specs!”, and that will probably satisfy a narrow range of “tech enthusiasts” just looking to have their bias confirmed.

We should absolutely share some critical words over Google’s branding.

We should also be able to look past that label, and review a phone for what it is, and who it’s really for.