When Google launched the Pixel phones in October 2016, it marked a change of direction in its own narrative in a business it has been struggling to identify itself smartphones. Despite being the company which owns the source code of the most widely used mobile operating system (Android) in the world, Alphabets share of the margin is incomparable to iOS for Apple. A major service provider whose revenues are driven by advertising, Alphabets venture into the product space has seen many misses than hits! In the last decade, Alphabet has systematically attempted to put its foot in the smartphone ecosystem, albeit with a lot of struggle.
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