Over the past decade, Chromebooks have carved out a unique niche in the laptop market. Initially embraced by schools for their affordability, ease of management, and durability, Chromebooks quickly became a staple in educational institutions.
Beyond the classroom, Chromebooks attracted a secondary market of users seeking highly efficient laptops. Thanks to the lightweight ChromeOS, Chromebooks were pioneers in delivering quiet, long-lasting laptops, even before the advent of modern MacBooks.
However, with the advent of Qualcomm-based Copilot+ Windows laptops, it seems premium Chromebooks have missed their chance to truly shine, and that’s a disappointment.
The Importance of Efficiency
In the realm of top-tier laptops, efficiency is paramount. Users demand laptops that are not only fast but also quiet, cool, and long-lasting. Despite being marketed primarily as budget-friendly student devices, Chromebooks secretly excelled in efficiency. They earned a reputation for superior battery life compared to their competitors, at least until 2020. Yet, they remained pigeonholed as disposable student machines.
Google’s efforts to shift this perception were tepid at best. The most significant attempt was the 2017 launch of the Pixelbook. While it was a device I admired despite its quirks and high price tag, it was more an intriguing experiment than a new direction for Chromebooks. At $999, it was hard to justify, given the limitations in app compatibility and the lack of a compelling case from Google that the Pixelbook was more than an experiment.
Following the Pixelbook, Google released the ill-fated Pixel Slate in 2018 and the Pixelbook Go in 2019. However, by failing to deliver another high-end model, Google conceded to the existing perception of Chromebooks. This decision seemed prudent, allowing Chromebooks to maintain their modest market position.
The Apple Silicon Revolution
Apple’s transition to Arm-based Apple Silicon marked a turning point. The MacBook Air epitomized this shift, nearly doubling battery life without increasing costs. These devices were quiet, cool, and fast—everything premium Chromebooks could have aspired to be.
Initially, this seemed acceptable, as Chromebooks could still be marketed as a non-Apple alternative focused on efficiency and simplicity. However, that narrative no longer holds true.
A Changing Market Landscape
The launch of Snapdragon X in the Copilot+ PC line has been a game-changer for Windows laptops, enabling them to compete with MacBooks in terms of battery life and efficiency. Early sales figures are positive, despite the Recall AI feature’s lackluster reception. Consumers prioritize battery life and performance, and with Windows and Mac addressing these needs, Chromebooks have lost their unique selling point.
There is limited space for a third player in this market segment, especially one that lacks comprehensive app compatibility.
The Future of Chromebooks
Google hasn’t completely abandoned the premium Chromebook concept. The October 2023 launch of Chromebook Plus introduced models with faster processors, better screens, and new AI features. However, these enhancements feel more like rebranding than genuine innovation. While distinguishing these Chromebooks from the rest is a good idea, they lack the exciting new designs and first-party support that could make them stand out, unlike Microsoft’s successful strategy with the new Surface devices in the Copilot+ line.
The idea of a third option breaking the high-end Windows and Mac laptop duopoly is appealing, but it currently feels more like a distant fantasy than an imminent reality.