Whether it's the LG with the V40 or Apple with the iPhone XS, phone makers are all trying to sell us on the same thing: desire. Whenever there's a new launch, the first thing we see is a 30-second video filled with seductive curves, sexy lighting, and tantalizing turns. You're supposed to want to touch it, hold it before you even know a thing about it. But that's not the case with the Pixel 3.
The first thing Google talked about during its event Tuesday wasn't industrial design. No, it was the Material Design of its software. Sure, Rick Osterloh will tell you all about how beautiful the Pixel 3 is, but when you get down to it, Google isn't trying to entice you with graceful design. Rather it's selling a premium experience than you can't get on any other Android phone, one that's about function over form, utility over attraction.