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June 14, 2017

How many Pixels has Google actually sold since its debut?

by John_A

The sales number remain a mystery to all of us, though there are a few theories floating around.

With all the fervent rumormongering regarding the next batch of Pixel smartphones, it seems an appropriate time to take a look at several of the theories making the rounds about how many millions of Pixel and Pixel XL units Google has actually sold.

google-pixel-review-13.jpg?itok=HJnpgQat

The phone launched eight months ago and has remained a strong seller at Verizon, where it was marketed as an exclusive (it’s not; it’s also sold unlocked in the Google Store). Regardless, that was certainly a winning strategy, as 7.5% of all phone activations on Verizon late last year was for a Pixel or Pixel XL. (Sadly, thanks in part to a disjointed marketing strategy, other carriers only ranked in at 2%.)

So, we know the phone is selling relatively well with the help of the carrier that was heavily marketing it as an exclusive. But how well did it sell for Google? According to Ars Technica, it just barely hit a million units:

Unlike just about every hardware manufacturer on Earth, Google doesn’t share official sales numbers for the Pixel phones, choosing to bundle the income under Alphabet’s “Other Revenues” during earnings reports. We do have one very solid signal for Pixel sales, though: the Play Store, which shows install numbers for apps. If there was an app that was exclusive and install-by-default on the Pixel phones, like say, the Pixel Launcher, the install number would basically be the number of sold activated phones.

This calculation is complicated by the fact that Google Play doesn’t show exact install numbers; it shows installs in “tiers” like “100,000-500,000.” So most of the time, we won’t have an exact Pixel sales number—except when the Pixel Launcher crosses from one download tier to another. So guess what just happened? The Pixel Launcher just crossed into the “1,000,000-5,000,000” install tier (you can see some third-party tracking sites, like AppBrain, still have it listed at 500,000). So for this one moment in history, eight months after launch, we can say Google finally sold a million Pixel phones.

Since there aren’t any official sales numbers offered by Google (or Alphabet, as it were), the guesstimate is based on the number of downloads of the Pixel Launcher in the Play Store. The result paints a rather grim picture, however, which didn’t seem to be the case when we initially pored over Verizon’s Q3 2016 finance reports:

Let’s look at Verizon’s Q3 2016 earnings report, where we can see it activates roughly 8 million phones per quarter. If you assume Verizon activates a similar number in Q4, that’d average out to 600,000 Pixels activated at Verizon in the first three months…

Last year, the company had a record of activating roughly 8 million phones a quarter. If we assume Verizon maintained a consistent number of Pixels activated per quarter — 7.5% of 8 million, which makes it about 600,000 units — then that puts the number at close to two million units since the initial debut. The result then gives less credence to the idea that only a measly million units were sold.

Overall, we don’t know how Google actually calculates its hardware sales numbers, but we certainly can’t make the inference based on how many times an app was downloaded or installed. There are many factors that play into that particular number, anyway, not to mention that side-loading is a heavy practice in the Android world, which can mess with those results.

What we do know is that Google still has a long journey ahead of it before its branded smartphones sell as well as Apple’s iPhones. There are sure plenty of Android users in the world, but only a small fraction of them are on the Pixel or Pixel XL.

Google Pixel + Pixel XL

  • Google Pixel and Pixel XL review
  • Google Pixel XL review: A U.S. perspective
  • Google Pixel FAQ: Should you upgrade?
  • Pixel + Pixel XL specs
  • Understanding Android 7.1 Nougat
  • Join the discussion in the forums!

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