### Google and Samsung Experienced Divergent Paths in 2024: A Retrospective on Their Distinct Journeys
The year 2024 told the story of two tech titans—Google and Samsung—each traversing remarkably different routes in the constantly changing tech arena. While Google achieved remarkable success with its ambitious product unveilings and advancements in artificial intelligence (AI), Samsung encountered a tough year characterized by a lack of innovation and a decrease in market share. Let us delve into the triumphs and setbacks of these two key players and consider what awaits them in 2025.
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### **Google’s Remarkable Ascent: A Year of Creativity and Growth**
Google enjoyed a standout year in 2024, reinforcing its status as a pioneer in both AI and hardware. Several essential factors contributed to the company’s success:
#### **1. The Emergence of Gemini AI**
Google made notable advancements in AI with the growth of its Gemini platform. By year’s end, the company unveiled **Gemini 2.0 Experimental Advanced**, a state-of-the-art AI model that positioned Google as a formidable rival to OpenAI’s ChatGPT. The incorporation of Gemini into Google’s ecosystem, especially its Pixel range, highlighted the company’s dedication to enhancing AI accessibility and practicality for the average user.
Nevertheless, as Neil Shah, Vice President of Research at Counterpoint Research, noted, the influence of Gemini AI on Pixel sales is still unclear. Although AI features like **Circle to Search** received acclaim for their ingenuity, the typical consumer is just beginning to adopt AI as an everyday tool.
#### **2. A Landmark Product Launch**
Google’s autumn hardware event marked its most significant one yet, featuring the rollout of the **Pixel 9 series** alongside a variety of other devices. The Pixel 9 range, which included Gemini AI integration, was broadly recognized as one of Google’s most successful phone releases to date. However, analysts like Jitesh Ubrani from IDC stressed the necessity for Google to extend Gemini’s capabilities beyond mobile devices and into other realms to unlock its full potential.
#### **3. Leadership in Software**
Google also excelled in software, launching **Android 15** and an early developer preview of **Android 16**. These upgrades reaffirmed Google’s commitment to maintaining a leading position in the mobile operating system domain.
#### **Challenges Ahead**
While Google’s 2024 was rich with successes, there remain areas for enhancement. Issues related to battery life and connectivity on Pixel products were flagged as needing improvements. The anticipated **Tensor G5 chipset**, expected to debut with the Pixel 10 lineup, could potentially address these issues and elevate Google’s hardware capabilities even further.
As we look towards 2025, Google’s challenge will be to make AI more approachable and integrate it smoothly into everyday experiences. As Anshel Sag, Principal Analyst at Moor Insights & Strategy, remarked, Google needs to prioritize educating users on the safe and effective utilization of AI.
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### **Samsung’s Setbacks: A Year of Lost Chances**
In stark contrast to Google’s triumph, Samsung endured a tumultuous year in 2024. Despite being recognized as a leader in the Android ecosystem, the company struggled with declining sales and received criticism for its lack of innovation.
#### **1. A Promising Start with the Galaxy S24 Series**
Samsung kicked off the year with the successful launch of the **Galaxy S24 series**, which received accolades for its performance and features. However, this initial success didn’t sustain itself. By Q2 2024, Samsung’s smartphone market share had fallen to 18.4%, down from 20% during the same timeframe the previous year.
#### **2. Letdown in Foldables**
Samsung’s foldable devices, including the **Galaxy Z Flip 6** and **Galaxy Z Fold 6**, did not live up to expectations. Critics labeled the updates as incremental rather than revolutionary, with these devices facing tough competition from challengers like Google and Chinese brands such as Xiaomi and Vivo. The stagnation in foldable innovation even led to an uncommon public apology from Samsung’s leadership, who acknowledged the company’s failure to meet consumer expectations.
#### **3. External Pressures**
Samsung’s difficulties were exacerbated by rising competition from Chinese smartphone manufacturers, who have been surpassing Samsung in key areas such as battery performance, gaming capabilities, and camera technology. As Jitesh Ubrani pointed out, Samsung has become overly fixated on competing with Apple, overlooking the broader competitive landscape in the global market.
#### **The Road to Recovery**
Despite its obstacles, Samsung possesses the resources and expertise needed for a comeback. Analysts advocate for the company to refocus on its core strengths, such as foldable innovation and Galaxy AI, while leveraging its size to accelerate development. As Anshel Sag highlighted, Samsung needs to cease mirroring Apple and, instead, embrace the distinctive and thrilling qualities that Android offers its users.
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### **What Awaits in 2025?**
Both Google and Samsung have valuable insights to glean from their 2024 experiences.
