The encyclopedia · Product & Design · Product decision · 2018–2021
Google's Pixel Slate was a tablet nobody asked for — and Google quit tablets over it
Google's first touch-first ChromeOS tablet was priced $599 to $1,599 into an undecided form factor. Within eight months Google abandoned first-party tablets.
Google · 2018-10
What happened
The Pixel Slate was Google's first touch-first ChromeOS tablet, announced October 2018 as its flagship 'Made by Google' tablet after three years without one. It was pitched as both a laptop and a tablet, with a detachable keyboard and stylus, priced from $599 to $1,599 in the US depending on chip and storage.
The problem was the product's own ambiguity. The entry-level $599 and $699 Celeron models were panned for sluggish performance and quickly went out of stock, leaving the pricier m3 model as the de facto entry point. ChromeOS tablets as a form factor had not taken off, and the Android app experience reviewers had hoped for was lacking. By June 2019 Google had canceled two in-development models and cut $200 off the price.
That same month, Google Hardware SVP Rick Osterloh confirmed the company was abandoning first-party tablet development to focus on laptops. The Pixel Slate was removed from the Google Store in January 2021 — the product Google bet its tablet future on had lasted just over two years and ended the company's first-party tablet line.
Why it happened
- Google launched a premium tablet into a form factor it had not decided to own — it priced a ChromeOS tablet at up to $1,599 while the Android app experience it depended on was still weak.
- The entry-level Celeron models, aimed at affordability, were panned for lag and went out of stock, so the 'affordable' story collapsed and buyers were pushed to the pricier models.
- Google had no durable commitment to the form factor; eight months after launch it cancelled two models and walked away, so the Slate was never given time to find a reason to exist.
The lesson
A premium product needs a reason to exist. Google priced the Pixel Slate at $1,599 before deciding tablets were worth owning, then quit the category eight months later — bet on the form factor.
Aftermath
Google canceled two in-development Pixel Slate models in June 2019, cut the price by $200, and confirmed it was ending first-party tablet development to focus on laptops (the Pixelbook Go). The Pixel Slate was removed from the Google Store in January 2021. Google did not re-enter first-party tablets until the Pixel Tablet in 2023.
Sources
- Wikipedia — Pixel Slate (announced Oct 2018, $599–$1,599 pricing, June 2019 exit from first-party tablets, two models canceled, removed from Google Store Jan 2021)
- 9to5Google — [Update: Final] Pixel Slate discontinued and removed from Google Store (Jan 2021)
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