Android Manufacturers Should Prioritize Hardware Over AI Features

In a rapidly evolving technological landscape, smartphone manufacturers are increasingly integrating artificial intelligence (AI) features into their devices. However, a recent analysis suggests that Android phone-makers should refocus their efforts on enhancing hardware capabilities rather than attempting to compete with Google's AI advancements. This commentary explores the implications of this shift, particularly in light of the recent developments surrounding Google's Gemini AI.

Historically, the Android ecosystem has been characterized by a wide array of hardware options, with manufacturers such as Samsung, OnePlus, and Xiaomi vying for consumer attention. As of July 2025, the smartphone market is saturated with devices that often share similar specifications, such as high-end processors and competitive camera systems. According to a report by the International Data Corporation (IDC), nearly 1.4 billion smartphones were shipped globally in 2024, with Android holding a significant market share (IDC, 2024).

The introduction of AI features has been seen as a potential differentiator among Android devices. However, research from CNET indicates that consumers prioritize factors such as price, battery life, and camera quality over AI capabilities when selecting a smartphone (CNET, July 2025). This observation raises questions about the effectiveness of AI as a marketing tool in a market where consumers remain focused on tangible hardware improvements.

Moreover, as Android phone-makers introduce their proprietary AI functionalities, many are finding that these features often mirror or rely heavily on Google's innovations. For instance, Samsung's Galaxy AI, launched in January 2024, has seen significant adoption; however, much of its functionality is derived from Google's Gemini AI, which was initially exclusive to Samsung devices (CNET, July 2025). Ben Wood, chief analyst at CCS Insight, asserts that Google’s focus on Gemini positions it as a dominant force in the AI space, leaving manufacturers like Samsung and OnePlus at a disadvantage (CCS Insight, 2025).

OnePlus recently launched its own AI suite for the OnePlus 13, which emphasizes integration with existing Google technologies rather than attempting to compete directly (CNET, July 2025). Arthur Lam, OnePlus's representative, highlighted the importance of leveraging Google AI features while also developing unique tools like Plus Mind, which enhances user memory through AI-assisted content management (CNET, July 2025).

The landscape of AI in smartphones is further complicated by the emergence of companies like Nothing, which focus on innovative design rather than solely on AI capabilities. CEO Carl Pei has noted that Nothing's approach is to utilize AI in a model-agnostic manner, allowing for flexibility as technology evolves (CNET, July 2025). This strategy may offer a more sustainable path for differentiation in a market increasingly dominated by Google.

The ongoing competition between Google and Apple also plays a pivotal role in shaping the future of AI in smartphones. While Google continues to advance its AI technologies, Apple is slowly integrating its own AI features, creating a stark contrast between the two giants (CNET, July 2025). As phone manufacturers continue to navigate this landscape, it becomes clear that a focus on hardware, coupled with strategic partnerships in AI, may be the key to standing out in an ever-crowded market.

In conclusion, Android phone-makers are encouraged to shift their focus from AI gimmicks to strengthening their hardware offerings. By prioritizing features that genuinely enhance user experience, manufacturers can better compete in a market that is increasingly influenced by Google's AI capabilities. This strategic realignment could not only improve sales but also foster innovation within the Android ecosystem, ultimately benefiting consumers who seek quality over mere functionality.