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Report: Google expects to ship less than one million Pixel 5 units in 2020
- Google has reportedly set Pixel 5 production at 800,000 units for 2020.
- It’s also believed that production of all new 2020 Pixels is set at three million for the year.
The Google Pixel 4 is generally considered to be a sales disappointment for the company, with the Pixel 3 and budget-focused Pixel 3a series said to be picking up the slack instead. What does Google expect from its upcoming Pixel 5 though?
Sources told the Nikkei Asia Review that production of the Google Pixel 5 is set at 800,000 units for 2020. It further adds that production of the Pixel 5, Pixel 4a 5G, and the Pixel 4a is pegged at three million units in total for the year.
A Nikkei source said production could be adjusted after release based on market performance, but clarified the reason behind the figure:
Google gave a relatively conservative order forecast this year because its flagship Pixel 4 did not sell well last year, and because COVID-19 is causing their team to stay on the safe side concerning handsets for now.
The website cited IDC figures to state that Google shipped just 1.5 million Pixel phones in the first six months of 2020. Meanwhile, Nikkei said Google shipped 4.1 million phones in the first six months of 2019. However, Google’s two Pixel 3a phones debuted and went on sale in May 2019, while the solitary Pixel 4a was delayed from May 2020 to August 2020 (outside the six month window). Therefore the older Pixel 3a phones had to soldier on for a longer time in 2020 before a replacement came along.
When it comes to flagships, Google reportedly shipped 2 million Pixel 4 series devices in the first six months following its late October release. It looks like Google could be aiming lower than last year’s flagships. But between COVID-19 hampering sales and development, and the lack of a Pixel 5 XL in favor of a Pixel 4a 5G, this isn’t quite a like-for-like comparison.
In saying so, the Google Pixel 5 potentially has one point in its favor as it’s widely expected to offer a cheaper price tag than the Pixel 4. Furthermore, the company has already confirmed a $499 price tag for the Pixel 4a 5G, while the recently released Pixel 4a retails for just $350. We wouldn’t be surprised if the 2020 Pixels grow Google’s market share.