Google Pixel
This could be a good time to put pressure on Apple and really test if they have an iron grip on the public with their iPhone. Apple device is still the most popular phone with over 100 million in active use with the closest competition coming from Samsung, whose Galaxy phones consistently earn high marks in tests.

Google is joining the fray by throwing its new Pixel phone at the market, which has a huge advantage over almost all the Androids that came before it and that it lacks bloatware.

With most Android phones, hardware manufacturers use their own operating systems that merge proprietary features with a standard version of the Android operating system. However, since Google doesn’t produce those features itself, the add-ons frequently earn the moniker "bloatware." What's worse, these add-ons aren't even available until long after pure Android’s release.

As Google took great pains to communicate, the Pixel phone is "#MadeByGoogle" — and not another company. Not only does this mean that Google itself has control over the hardware design, but it also has complete control over the software. Pixel phones will run only the purest Android and will update straight from the mothership in Mountain View, just like the co-branded Nexus phones that came before it.

This total control over the digital ecosystem and device design finally gives Google the table stakes required to compete with Apple, a company that arguably succeeded due to valuing design as much as tech.

This may be too little too late for a company trying to unseat Apple for a chunk of the market share, but it’s a step in the right direction.