In the highly competitive smartphone arena, the rivalry among technology giants is a tale as old as time. When this competition is laced with humor and savvy marketing, it turns into a show for both enthusiasts and industry analysts. This is precisely what Google has accomplished with the latest episode of the #BestPhonesForever series, teasing Apple regarding speculation that the forthcoming iPhone 17 might adopt a design notably reminiscent of Google’s Pixel series.
Recent revelations and whispers indicate that Apple’s iPhone 17 could showcase a horizontal camera bar — a design feature that has become emblematic of Google’s Pixel devices, especially the Pixel 6 through Pixel 9 models. This potential design evolution, if validated, would signify a considerable shift from Apple’s conventional vertical or square camera configurations.
Google seized the moment to emphasize the irony. In a new clip named “Responding to the Rumors,” the Pixel and iPhone — personified as close friends — participate in a comical exchange. The iPhone character quips, “It’s wild, can you picture me doing what you did first years later?” to which Pixel retorts, “Sounds pretty unbelievable.”
While the vibe is playful, the intent is unmistakable: Google perceives Apple as mimicking its design ethos.
The speculated iPhone 17 design, which has been trending on platforms such as Reddit, showcases a horizontal camera bar that closely mirrors the Pixel 9 Pro. TechRadar has also released supposed CAD images that bolster this narrative, illustrating a bar that may rest slightly higher on the iPhone’s rear and potentially extend further on the Pro variants.
Though these remain unverified rumors, the parallels are sufficient to ignite speculation — and Google’s tongue-in-cheek marketing push.
Google’s camera bar has been a hallmark of its Pixel lineup since the Pixel 6. Initially subject to debate, the design has won over users and fulfills a functional role. As stated by Claude Zellweger, Google’s Design Director for Pixel phones, the sizable camera bump is a direct answer to consumer interest in superior photography.
“To achieve premium photo performance, we require large sensors and sophisticated optics,” Zellweger mentioned in an interview last year. “These elements occupy space, and the camera bar is our method of integrating them into the design without sacrificing usability.”
Interestingly, the newly launched Pixel 9a has deviated from the camera bar, indicating that Google may be considering new design paths — while Apple appears to be adopting the old one.
This isn’t the first instance of Google using humor to showcase its advancements. The #BestPhonesForever campaign has included a collection of videos where the Pixel and iPhone characters debate features like Night Sight (Google) versus Night Mode (Apple), Magic Eraser against Clean Up, and even foldable technology — a sphere where Apple has yet to take action.
With 28 videos and counting, the campaign cleverly establishes Google as both an innovator and a lighthearted challenger in the smartphone industry. It’s a marketing approach that resonates with tech aficionados and casual users alike, merging product promotion with entertainment.
While Google’s approach is jovial, the core message is tactical. By pointing out Apple’s rumored design shifts, Google is reinforcing its stance as an innovator and subtly contesting the notion that Apple is always at the forefront of smartphone design.
For consumers, it’s a reminder that competition fuels innovation — and that occasionally, the best concepts are worth adapting, even if it involves enduring a bit of jest.
As the smartphone rivalry rages on, it’s evident that design selections are more than mere aesthetic choices — they encapsulate brand identity and technological prowess. Whether Apple’s iPhone 17 will genuinely embrace a Pixel-like camera bar remains uncertain. But one thing is clear: Google
