Google's first computer isn't about sales but status. Critics who lambast Chromebook Pixel as an over-priced web browser wrapped in pretty hardware miss the point. Badly. The laptop will sell, but not in mass-volume because it's not meant to. Is Lamborghini about sales or style? I ask not seeing much commentary about how the Italian sports car is a failure because Ford sells millions more Explorers.
Chromebook Pixel is the luxury car of computers running Chrome OS and perpetually connected to the cloud. Google's beauty is a status symbol for people willing to plunk down $1,299 or $1,449 and makes, along with newer Nexus devices, a bold brand statement: Google is a premium brand and the company a real innovator. For the people who love the brand and want to identify with it, like all those fanboys adoring Apple with their cash, Chromebook Pixel is an easy sell.
Consider Apple, which engages in a tried-and-true retail practice, with pricey, attractive Macs. Many people see tech gadgets as accessories -- statements of their coolness, superiority -- as much as useful products. They're willing to pay more for good design, for style, like anyone choosing, say, sports car over minivan.
It's good business. Clothing stores take a similar approach. There are teens who must have the newest wears from Aeropostale, American Eagle, Gap or Hollister at full price; they can't wait for sales. They want to be cool. They pay for fashion.
Google joins Apple and Sony selling pricey, fashionable PCs. Chromebook Pixel is beautiful inside (that breathtaking display) and out (fine design and lightbar). The computer is a pricey fashion statement for those who can use it, and the cloud lifestyle sets them apart from others -- quite literally high above them. For people who live the Google lifestyle and want the world to know, Chromebook Pixel is their proclamation.
Status is More Than Cool