Google’s recent introduction of the Pixel smartphones are, well – déjà vu all over again. The tech mega star introduces a set of phones that are as Apple-like as apparently the patents will allow – that is pending the outcome of the Supreme Court decision next week. This, combined with its tightly coupled hardware-software combo, is a move straight from the Apple playbook.

Why then would a company as advanced and forward-thinking as Google (or Alphabet) decide to align themselves with the likes of their greatest competitor?

The unapologetic visual parallels defy all logic for market differentiation. But clearly the Nexus offerings suggested a fragmented approach that wasn’t a winning strategy for Google. Stepping back for a moment, the idea of creating a unique platform where hardware, software and services are inextricably connected to create a superior customer experience is not a new idea, but rather a rapidly emerging one. Apple’s walled-garden of earthly digital delights captured our hearts and minds – and our wallets. Not because they built proprietary software that supported their hardware, but because they imagined an entirely new way of weaving their offerings into the fabric of our daily lives.

This holistic approach is predicated on an ecosystem of interdependent products and services that are smart and connected, but those are merely the roadways in the world of IoT. And the increasing congestion on those roads is making it harder to stand out – just look at Microsoft’s array of phones and computers.

Striving to Beat Apple’s Experience

Based on Google’s recent introductions – Google Home, Daydream View and powered by Google Assistant, they’re clearly creating a more uniform experience for their customers. This is all happening at a time where the extensibility of Apple’s future innovation is all too unclear.

Truly holistic approaches to IoT help create experiences customers will tell other people about and come back for again and again – Apple proved that. And just like in all well designed experiences, there are key elements that provide both rationale and emotional benefits. However, it’s the key elements that elicit strong emotional responses that make the experience desirable and unique. Time will tell whether Google’s “me too” approach will evolve to a point of emotional distinction – or whether they’ll join the ranks of those companies that just paled in comparison.

For more on user experience, check out my latest paper, Experience Design: A New Mindset.