Google Pixelsnap shows how far Google is behind Apple

An unusual bit of recent news is that for the Pixel 10, Google is reportedly preparing a new accessory line known as Pixelsnap. It’s a set of magnetic add-ons meant to take advantage of the Pixel 10’s native Qi2 support, including the Charger, Charger with Stand, and Ring Stand. Many details are still missing, such as how fast the chargers will operate, or what any of these accessories will even look like. I suppose it’s not hard to guess what form the Ring Stand will take, given how ubiquitous ring stand cases are for smartphones — but I digress.

The real point of this piece is that while Pixelsnap accessories will probably be welcomed by Pixel 10 owners, they’re also a sign of a serious deficiency in Google’s phone strategy. It’s one of the things the company’s going to have to address to take on not just Apple’s iPhone, but other Android phone makers.

Pixelsnap is tremendously overdue

Time to take a look around

Google has, of course, offered other accessories for Pixel phones for a long time, including chargers. The company will gladly sell you Pixel Buds, a case, and a 45W wall adapter if you don’t want to spend time hunting down third-party products.

For whatever reason, though, Google is late to the Qi2 party. In case you’re unfamiliar, Qi2 is essentially a universal version of Apple’s MagSafe charging technology for the iPhone. The issue is that the standard was first announced in January 2023, which means that not one but two generations of Pixel have gone by without it. Google is hardly alone, given that for a long time, the only Android phone with native Qi2 was the HMD Skyline — yet it’s ridiculous that the company that defines Android has foregone a technology meant to keep the platform on a level playing field with Apple.

Anyone who’s in the iPhone ecosystem knows how big a deal MagSafe is. Personally, I refuse to go back to the non-magnetic version of Qi. MagSafe offers not just a cable-free existence, but more practical speed and reliability for wireless charging, with rates of up to 25W on my iPhone 16 Pro. It also opens up a whole new world of accessory types, from wallets, wireless car mounts, and quick-remove power banks through to stands meant to turn your phone into a smart display. Apple’s StandBy feature lets me check the time and temperature in the middle of the night without blinding my eyes or even touching my phone.

MagSafe is so popular that, in the absence of widespread Qi2 support, there’s been a market for adapting Apple accessories to Android phones. There’s a clear lesson here — a good accessory system can be as much of an attraction as a 200-megapixel camera or new AI features. Arguably, accessories are more important than AI, since there’s not much appeal to a pseudo-omniscient chatbot if a phone doesn’t mount properly for your drive to work.

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The general Google accessory problem

Magnets or no magnets

With the halo value of accessories in mind, it’s about time Google expanded its overall catalog. The company sells a whopping six first-party accessories for the Pixel 9 series: a case, a charger, two Pixel Buds models, and two versions of the Pixel Watch, one of them being the older Pixel Watch 2. There’s technically more if you include Fitbit and Google Nest devices, but both of those product lines are in dire need of a refresh.

Though third-party brands have come to the rescue to a degree, Google’s approach has a few ramifications. For one, the company is missing out on revenue. Second, it’s hinging some of its products’ appeal on what those third parties deem profitable, which is risky for a variety of reasons, including how many fly-by-night vendors pop up on Amazon.

If you want to sell customers on the possibilities of a phone ecosystem, you have to offer them as much as you can from day one. Someone going to pick up an iPhone 17 at an Apple Store this fall will almost certainly be able to walk out the door with any accessory type they want, even if it’s not in their favorite color or style. Conversely, if you try to order Pixel 9 gear from the online Google Store, some key accessory types are still missing, no matter if it’s from first- or third-party sources. There’s no basic wireless charger, no car mount, not even a USB-C cable. It’s assumed you’ll buy all those things elsewhere at some point.

Granted, the iPhone is a far more successful product with a nearly 20-year history — but this is Google we’re talking about. It has all the money and staff it needs to launch a comprehensive ecosystem, especially if it wants to be a legitimate challenger to Apple, Samsung, and others. It acts as if Pixel phones are still a niche effort mostly intended to show off its latest software, while wondering why it has trouble gaining popularity.

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Will Pixelsnap fix the Google accessory ecosystem?

Some final thoughts

Pixelsnap isn’t going to solve Google’s accessory issues overnight, particularly if it only has three options to start with. It’s going to be dependent on third parties for a while longer. Indeed, I wouldn’t be surprised if Google makes its all-too-common error of pulling the plug on something that isn’t an instant, overwhelming success, leaving the slack to third parties once again.

Even Google must be aware that it needs to offer some sort of default Qi2 charging solution, though, and I’m optimistic that Google will see the greater potential involved. After all, accessories are where Apple makes much of its cash from iPhone, iPad, and Apple Watch buyers, and it would be crazy to pass that opportunity by, never mind how long it might take for Pixel phones to lead any market.

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