When it comes to A/B tests, Google is the de facto king. Be it chat apps, social networks, or email, Google loves to place multiple products into a virtual death match, with the prize being the chance to continue existing (or, often, just die later). This strategy has in equal parts frustrated and delighted fans over the years, because it allows Google to bring innovative and interesting products to life that otherwise would be shelved for functional duplicity. And right now, a real A/B test is taking place inside Google's smartphone division, between the flagship Pixel and the budget-tier Pixel "a" series.
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