The CEO of Google says 'headwinds' are hurting its Pixel smartphone business, but experts say that Google owns much of the blame

The reason? Pichai skirted around specifics and instead blamed general"headwinds" facing the high-end smartphone industry.

Carolina Milanesi, a Principal Analyst at Creative Strategies, told Business Insider that she agreed Google's sluggish smartphone sales can be attributed to the current landscape. The Pixel's capabilities, especially in regards to its camera, have also been difficult to market, according to Gillett. Google relies on hardware makers — like Samsung, Nokia, and LG — to spread its Android software on their devices. By selling its own line of smartphones, Google is effectively competing against its own partners.

For that reason, he says, evaluating whether the Google Pixel is a success requires different criteria.

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