Google hardware is opening up shop in NYC

Curiouser and curiouser. As many have previously observed (including myself), Google’s major foray into the hardware business could be a big game changer for the mobile market at large. It’s clear that Google wants to maintain the control they have over the all-powerful search bar, but with that digital rectangle slowly transitioning to the physical rectangles we all carry around in our pockets, Google is keen to ensure that they’re staying at the knife’s edge.

Apple and Microsoft, who are Google’s new competitors in this hardware realm, already have permanent residence in New York City. Now Google has revealed on their “Made by Google” website that they’re setting up shop in the Big Apple as well. However, it doesn’t seem to be quite as strong of a foothold as the previously mentioned companies.

The terse announcement page doesn’t give us a whole lot of information. All we know is that the division will be located at 96 Spring St New York, NY 10012, and that it should be arriving on October 20. Google is calling it a “pop-up” store, which seems to indicate that it’s going to be a temporary setup, likely existing to promote Google’s new Pixel devices and Google Home.

If Google really is going to be positioning themselves to take on the iPhone, then it will be essential that they establish brick-and-mortar locations to go toe-to-toe with Apple Stores. This might be the embryo of a much larger plan on the part of the search giant, but we’re just going to have to wait and see.