Google can’t sit still when it comes to SOC research. This year, the release of Apple’s M1 chip has made the science and technology circle boil. Recently, the new arm architecture MAC chip of Apple was exposed by Bloomberg, which can be said to strike while the iron is hot. Google in the Android camp is not idle. According to foreign media reports, Google’s self-developed SOC chip “Whitechapel” may be released next year, and it may be used not only in pixel, but also in chromebook. < p > < p > according to the information disclosed, Whitechapel is a self-developed processor chip developed by Google and Samsung. It is based on ARM instruction set architecture, 8-core CPU design, and 5nm process. < / P > < p > not only that, the chip also integrates Google’s TPU neural network acceleration unit, which can improve Google assistant and better support functions related to AI and machine learning, such as “always on”. According to the news, Whitechapel has been successfully filmed. Generally speaking, it will take about one year to move from film production to commercial use. Based on this calculation, on the premise of smooth progress, Whitechapel is expected to be carried on the pixel mobile phone in 2021. < p > < p > Titan m is also a chip specially made by Google for smart phones, which is dedicated to security, and is mainly carried on pixel 3 and pixel 4. < / P > < p > the soli sensor was first displayed in 2015. After many iterations, it was finally integrated into pixel 4, which made it have the function of motion sense, and combined the unique software algorithm with the advanced hardware sensor. < / P > < p > it is not difficult to see that Google has spared no effort in the research and development of auxiliary chips, and its chip power also gives pixel unique product features. < / P > < p > take Titan m as an example, Titan M can not only protect the Android operating system and its function integrity, but also protect third-party applications and transactions involving security sensitivity. Moreover, Titan m itself has security. It can be said that it can guarantee the security of hardware products from multiple levels. In my opinion, Google’s hardware improvements at this level are remarkable. It is more difficult to make a breakthrough than software protection. < / P > < p > currently, pixel series has been released to pixel 5, but Google has always been reticent about the specific sales volume of pixel. Although Google didn’t speak up, the relevant organizations and media were very interested in it. < / P > < p > in March 2017, there were media reports that pixel sold 552000 units in 2016 – for comparison, Apple sold 78 million mobile phones in the fourth quarter of 2016. < p > < p > later, Google launched pixel 3 and pixel 4 series one after another, which still did not stir up a splash in the mobile phone market. On the contrary, the cheap version of pixel 3A stimulated sales, but that was just a short-term “true fragrance” effect brought by price. However, from another point of view, if only compared with itself, Google has improved a little. According to IDC, a research firm, Google shipped 7.2 million pixel phones in 2019, up 52% year-on-year, a record high. < / P > < p > however, this “record high” data can only be placed in the list of “others” in the smartphone market, and there is a big gap with other mobile phone manufacturers. According to the third quarter global smartphone shipment report released by IDC in 2020, the top five are Samsung, Huawei millet, apple and vivo. However, vivo, which ranks fifth only, has 31.5 million shipments in one quarter, which is more than 4 times of pixel’s annual shipment in 2019, not to mention apple, which is close to 5.7 times. < p > < p > in the third quarter of this year’s earnings conference, Sundar Pichai said that he was making more in-depth investment in hardware and was optimistic about the future of hardware. < / P > < p > we are investing more deeply in hardware, some of which may take 2-3 years to see the results, but I am very optimistic about the road map for the future… Next year you will see that our deeper investment in hardware will play a role. < / P > < p > from the perspective of the time dimension of layout and the dynamics of Google, maybe whitehapel is the hidden “big trick” of Google. The explanation from Google is that the high-end market is highly competitive. However, no matter how competitive the market is, it is relatively fair for the mobile phone manufacturers involved. The sales volume of pixel still needs to start from itself. There are two main reasons for the poor sales of pixel: one is the high price; the other is the obvious short board. However, from the perspective of Google’s high-end positioning of pixel, pixel’s high pricing is not to blame. < / P > < p > but pixel’s short board is an important reason for users’ criticism, including but not limited to the screen, battery, microphone, appearance and other aspects. For example, the first three generations of pixel adopted color contrast design, but in the fourth generation, it completely gave up, so the design style is difficult to have continuity. < / P > < p > in addition, the frequent hardware problems of pixel mobile phones, such as audio input failure and mobile phone heating, also have a negative impact on the user experience. < / P > < p > although there are still some defects, pixel, as the “Pro son” of Google, can be said to integrate Google’s deep technical capabilities in technology, including but not limited to Google assistant support, strong image strength, Google exclusive storage services, and various cutting-edge auxiliary chips. According to Pichai’s “Ai + software + hardware”, there is no doubt about the strength of its AI and software. However, there is still a lot of room for the development of the hardware sector – not only the hardware strength of pixel itself, but also the integration of the whole software and hardware ecology. < / P > < p > in this regard, apple of the other camp has made a demonstration. Since iPhone 4 began to carry self-developed A-Series chips, this year, it launched M1 chips for Mac products, gradually promoting ecological integration. However, Google’s poor sales volume is the result of many factors, and a single breakthrough is not the fundamental solution. Therefore, even if Whitechapel can bring development imagination space, but to really win the favor of consumers, the weakness of hardware product capability should be supplemented. Skip to content