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The encyclopedia · Product & Design · Product decision · 2012

Google's Nexus Q was a $299 streaming ball that did less than a $99 Roku

Google's Nexus Q, a $299 spherical streaming device, could only play content from Google Play. It was pulled before it even shipped to the public.

Google · 2012-06

What happened

The Nexus Q, unveiled at Google I/O in June 2012, was a $299 spherical streaming device designed and manufactured in the USA. It was Google's first attempt at a living room hardware product, and it was intended to showcase Android's potential in the home.

But the Nexus Q was catastrophically limited. It could only stream content from Google Play and YouTube — no Netflix, no Hulu, no third-party apps. It required an Android phone or tablet as a remote control. At $299, it was three times the price of a Roku or Apple TV, which offered far more content and functionality.

Google pulled the Nexus Q before it shipped to the general public, offering refunds to those who had pre-ordered. The product was never officially released. The case illustrated how a product that serves the company's ecosystem rather than the customer's needs will fail, no matter how well it is built. The Nexus Q was a beautiful object that solved Google's problem (showcasing Google Play) rather than the customer's problem (watching what they want on their TV).

Why it happened

  • The Nexus Q could only stream from Google Play and YouTube — no Netflix, Hulu or third-party apps.
  • It required an Android phone or tablet as a remote, adding friction to a simple task.
  • At $299, it was 3x the price of a Roku or Apple TV with far less functionality.
  • Google pulled the product before it shipped to the public.
What it costpulled before public release; refunds issuedembarrassing

The lesson

A product that serves the company's ecosystem instead of the customer's needs will fail. The Nexus Q showcased Google Play, not what people wanted to watch.

Aftermath

The Nexus Q was never officially released. Google later launched Chromecast in 2013, a $35 dongle that solved the same problem elegantly. The Nexus Q is remembered as a cautionary tale about building products for the company's strategy rather than the user's living room.

Sources

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