Google Pixel 5a — it all comes down to one key feature

(Image credit: Steve Hemmerstoffer/Vox)

The Google Pixel 5a is on the manner, potentially due for an appearance at the upcoming Google I/O developers briefing that starts Tuesday (May eighteen). And when the new Google telephone appears, whether information technology's in the coming week or later this summertime, i feature is going to get all the focus — how much is the Pixel 5a going to cost?

Oh, at that place will be other factors discussed. People will be interested to hear what Pixel 5 features the Pixel 5a adopts and which ones get left on the cutting room floor. We'll pay attention to the cameras, equally we ever practice when Google unveils a phone, and other features like battery life and the brandish refresh charge per unit will command their share of attention.

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Merely at the end of the day, price is what sets Google's budget Pixel apart, and observers will want to meet how the Pixel 5a continues that tradition — especially if it adopts any higher-finish capabilities.

"It actually comes down to value, reflecting the notion that price sensitivity among sure market segments is very high," said Ramon Llamas, IDC'south enquiry director for devices and displays.

Midrange Google Pixels: Always about the cost

Price has been at the heart of Google's midrange Pixel devices, since the Pixel 3a's debut ii years ago. That phone launched at $399, with an Xl version available for $80 more. Contrast that with the Pixel 3 and Pixel 3 XL — Google'southward flagship devices at the time — which had respective cost tags of $799 and $899. In other words, you could save anywhere from $400 to $420 by opting for one of the Pixel 3a models, getting a camera that was virtually equally expert equally the flagship version in return.

It's prophylactic to say shoppers responded to that value proposition. After Google launched the Pixel 3a, CEO Sundar Pichai reported that smartphone unit sales doubled yr-over-year. A more than affordable option from Google was a large reason why.

Google Pixel 4a — The Pixel 4a'due south $349 cost vanquish the $399 iPhone SE (correct). (Paradigm credit: Tom's Guide)

With last yr's Pixel 4a, Google made sure the cost stood out fifty-fifty farther. That phone debuted at $349, cheaper than its predecessor to be certain, merely besides less expensive than the revived iPhone SE that had launched a few months before. Thanks to the Pixel 4a'due south elevation-performing photographic camera and good-enough specs, Google speedily staked out a position every bit the showtime place to turn to when looking for one of the best cheap phones under $400.

Midrange telephone competition heats up

The trouble for Google is that other phone makers have noticed that the midrange phone market place offers an opportunity to capture sales from shoppers who are wary of spending large on flagship devices, particularly in the current economical climate.

"The pandemic has caused vendors to re-evaluate the increasing price tendency — particularly among flagships — for smartphones," said Tuong Nguyen, senior principal analyst with Gartner. Throw in the fact that the overall smartphone market is maturing, Nguyen added, and it's a recipe for people belongings onto handsets longer and seeking out devices that evangelize value at a more attractive price.

Phones like the OnePlus Nord N10 5G have undercut Google's upkeep Pixels on cost. (Prototype credit: Tom'due south Guide)

Since the arrival of the Pixel 4a, we've seen phone makers similar OnePlus and Samsung step up their efforts to capture the midrange phone market place. OnePlus followed up the release of its OnePlus Nord in other parts of the world with the OnePlus Nord N10 5G, which delivered 5G functionality for less than $300. (Pixel fans who wanted 5G needed to turn to the $499 Pixel 4a 5G, which came out a picayune bit after the Pixel 4a.)

The mid-range/upkeep category already gets the attention from multiple vendors, and Google volition observe itself in practiced company [with the Pixel 5a].

— Ramon Llamas, IDC

Likewise, Samsung stepped upwardly its midrange efforts likewise, first with the Galaxy S20 Fe, which delivered a lot of the same features every bit the remainder of the S20 lineup merely for a lower price. Earlier this year, Samsung introduced three new Galaxy A models — the Galaxy A52 5G, Galaxy A42 5G and Milky way A32 5G. All three phones deliver 5G capabilities and multiple cameras and none costs more than than $500.

"The mid-range/budget category already gets the attention from multiple vendors, and Google volition detect itself in good company," Llamas said. "Price is going to be a leading gene, but certainly not the only cistron. This is where Google tin leverage that the experience on the 5a is a pure Android feel and Android every bit Google intended. And that plays into the features and functionalities of the device."

How Google responds with the Pixel 5a

Still, Google could be under pressure to match some of the features introduced by rival phones when information technology rolls out the Pixel 5a. Take 5G connectivity, which we're seeing in more phones, including affordable models. The Pixel 5a is likely to add together 5G connectivity rather than come out with a split up 5G-enabled version a la the Pixel 4a 5G. But including 5G modems tin can drive up a phone's cost.

Pixel 5a rumors hint at a possible workaround for Google, which is reportedly considering using the Snapdragon 765G every bit the silicon for this new phone. That'due south the same chipset powering the Pixel v, and since information technology's a year older and more advanced Qualcomm silicon has come out since then, the idea is that it wouldn't exist that expensive to include in the Pixel 5a.

Photographic camera lenses could have another bear upon on the Pixel 5a's price. Leaked Pixel 5a renders show ii lenses on the back of the handset, similar to the master lens and ultrawide angle shooter on the Pixel 5 and Pixel 4a 5G. Consumers will likely welcome the addition of some other photographic camera to Google's budget telephone, but that, too, tin take an bear on on cost.

It may exist hard for Google to hold the line on the Pixel 4a's $349 cost, depending on what kind of features information technology tries to pack into the Pixel 5a. Merely ultimately, analysts say, the reception for the new phone will hinge heavily on the perceived value that the Pixel 5a brings to the table.

"Yes, price is important, only keep an eye on the value that the heir-apparent receives," Llamas said. "Can the smartphone perform the functionalities that the user wants? And is the price palatable? These assistance with the smartphone's appeal."

Philip Michaels is a senior editor at Tom'southward Guide. He has strong opinions about Apple tree, the Oakland Athletics and old movies. Follow him at @PhilipMichaels.