Why Google leaking its own Pixel 4 picture is a hell of a smart move

Google’s Pixel phones may have been subjected to some of the biggest leaks in the tech industry. Last year, folks got to see what the Pixel 3 would look like (in all its horrendous notched glory) way before the actual phone was launched, thanks to a voluminous amount of leaked details and renders. 

So far, this year has been no different for the Pixel 4. As early as March, purported renders of Google’s next-gen flagship surfaced online, boasting a bezel-free display, dual rear cameras (instead of the usual single powerful camera lens), a pinhole cutout instead of a massive notch for the front-facing cameras, and an in-display fingerprint sensor. An exciting redesign (with multi-lens cameras!) for sure, but as with all supposed leaks, nothing can be verified yet.

Things got quiet until earlier this week, when multiple tech blogs published more alleged leaks — even the massively popular Unbox Therapy YouTube channel featured a metallic mock-up of the phone. This time, the design was different. The back of the supposed Pixel 4 appeared to be similar to another “leaked” phone design: Apple’s own iPhone 11.

[embed]https://www.youtube.com/watch?v=sQMSno11ho4&[/embed]

In response, Google did what other tech giants haven’t previously dared to do. In lieu of staying silent until the actual release date, Google went ahead and leaked a photo of the Pixel 4 on its @madebygoogle Twitter account. It pretty much confirmed that the big square portion at the back of the phone will house two camera lenses, and possibly a third sensor. No fingerprint scanner, either. 

Well, since there seems to be some interest, here you go! Wait 'til you see what it can do. #Pixel4 pic.twitter.com/RnpTNZXEI1

— Made by Google (@madebygoogle) June 12, 2019

The internet went bonkers, and Google lapped up the attention. 

Those are two, also that was in 2017 lol

— Max (@notelmax) June 12, 2019

Can't wait for you to see what's on the inside.

— Made by Google (@madebygoogle) June 12, 2019

Combined the two slices for the new #pixel4 pic.twitter.com/SuX3rWLFEr

— Fetty Wok (@atn1988) June 12, 2019

But why, though?

It was a pretty sharp move on Google’s part, to be honest. Instead of letting the leaks get out of hand, the company took control of the discussion and showed off its own product on its own terms. By telling people to wait till they see what the Pixel 4 can actually do, it simultaneously built bigger hype and switched the attention to its software features. Which is what Google has always excelled at — miles ahead of its own hardware. 

Instead of discussing what the Pixel 4 will look like (we basically know enough about the visual information now), the narrative over the next couple of months will probably shift towards speculating what the phone will be capable of. Can we take infinitely better photos with two lenses? In-display fingerprint sensors that unlock the phone no matter where you put your finger? The anticipation is building. 

Google isn’t exactly enjoying stellar sales with the Pixel 3 anyway. With the budget market taken care of last month with the Pixel 3a series, they might as well divert the attention to the next big flagship phone and leave audiences hanging with what it could do, instead of what it’ll look like.

ilyas@asiaone.com