Chromebooks have carved out a distinct niche in the laptop market over the past decade, becoming the go-to choice for schools due to their affordability, ease of administration, and durability. However, they also gained traction among users seeking highly efficient laptops. ChromeOS’s lightweight nature made Chromebooks champions of quiet, long-lasting performance, even predating the emergence of modern MacBooks. But with the arrival of Qualcomm-powered Copilot+ Windows laptops, premium Chromebooks are increasingly losing their unique selling point, a situation that is a shame.
When it comes to the best laptops, efficiency reigns supreme. Everyone desires a machine that’s not only fast but also quiet, cool, and boasts extended battery life. Chromebooks, often marketed as budget-friendly student devices, held a secret weapon: their efficiency. This allowed them to establish a reputation for superior battery life compared to their Windows and Mac counterparts – at least, until 2020. Chromebooks were ahead of the curve, yet they remained primarily known for their disposable student-oriented nature.
Google’s efforts to shift the perception of Chromebooks were consistently half-hearted, reflecting the company’s culture. Their most serious attempt came in 2017 with the launch of the Pixelbook. While I found the device appealing at the time, despite its quirks and shortcomings, its $999 price tag felt steep. Nevertheless, the Pixelbook presented an exciting, if unrefined, direction for computing devices. Unfortunately, it turned out to be a one-off rather than a catalyst for a new movement. After all, paying $999 for a Chromebook felt somewhat insane back then. App compatibility limitations persisted, and Google never made a compelling case for the Pixelbook as anything more than an experiment.
Google did follow up with the ill-fated Pixel Slate in 2018 and the Pixelbook Go in 2019, but their failure to deliver another high-end model signaled a concession to the prevailing perception of the Chromebook. It seemed like a wise decision to let the momentum fade and allow Chromebooks to remain in their modest market position. That is, until Apple announced and implemented its transition to ARM-based Apple Silicon. The MacBook Air embodied the magnitude of this transition, almost doubling battery life without any price increase. Not only that, but they were also quiet, cool, and fast. They represented everything premium Chromebooks could have been.
Even this seemed acceptable, as Chromebooks could still be positioned as a non-Apple alternative that prioritized efficiency and simplicity. But unfortunately, Chromebooks can’t even claim that anymore.
This year marked a significant moment in Windows history with the adoption of Snapdragon X in the Copilot+ PC lineup. These laptops represent a leap forward for Windows devices, allowing them to compete head-on with MacBooks. Battery life and efficient performance are the key selling points, and these laptops deliver in spades. Initial sales figures suggest a positive response, despite the flop of Recall, their primary AI feature. People value battery life and efficiency. With both Windows and Mac successfully addressing these concerns, the window for selling Chromebooks solely on those attributes has closed. There’s little room for a third competitor at this price point, especially not one that can’t run all the apps you might need.
It’s worth noting that Google hasn’t completely abandoned the premium Chromebook idea. The latest iteration, relaunched in October 2023 under the Chromebook Plus banner, boasts faster processors, better screens, and even some new AI features. However, they feel more like a marketing label slapped onto existing models rather than truly innovative devices. While it’s good to differentiate these Chromebooks, they lack exciting new designs to highlight their unique selling points. They’re missing the crucial first-party support – a new Pixelbook, for instance. This is something Microsoft excels at with the new Surface devices in the Copilot+ lineup, and Google’s lack of hardware support is telling.
I’m a strong advocate for a third option to disrupt the duopoly of high-end Windows and Mac laptops. But for now, that vision feels more like a distant fantasy than ever before.
