Official Google Pixel 3 Teaser Hints At Active Edge Return

Pixel 3 Google Japan Advert Squeezable

In short: A new teaser video for the as-yet-unannounced Google Pixel 3 and Pixel 3 XL has been published by Google Japan, centered around just how much people love to squeeze things. Whether that’s hugging a mascot, grabbing a friend or loved one by the shoulders, or a grandmother doing her level-best to crush a grandchild’s face, Google’s new advertisement covers all the bases. Of course, that wouldn’t be complete without adding a set of hands clasping and squeezing a phone-shaped frame outline that’s clearly intended to represent the company’s upcoming Pixel 3 and Pixel 3 XL devices.

Background: A squeezable frame has been part of Google’s design for its self-branded smartphones ever since the company included it under the name “Active Edge” in its Pixel 2 and Pixel 2 XL handsets. By default, squeezing the sides of that device will call up the search giant’s AI, Google Assistant, allowing users to easily access the features under that umbrella. Similar to the technology’s original inventors, HTC and its Edge Sense, users can also set custom squeeze actions for quick access to other functionality. Active Edge can be exceptionally convenient as compared to navigating the home screen or app drawer since it doesn’t necessarily need the display turned on to activate. So it shouldn’t come as too big of a shock that Google is choosing to make it a central feature on their upcoming devices, expected to be announced on October 9.

What’s more, the company has also published a new website specifically for the Japanese market and focused on the unreleased devices. Along with the new advertisement, visitors to the site can use a registration form to sign up for more information. Doing so will most likely provide one of the quickest ways for those in the region to get new and official insights into the handset leading up to and after the reveal and its launch. Up until this point, the news surrounding the Google Pixel 3 and Pixel 3 XL has been entirely leak-based and isn’t necessarily reliable.


Impact: Aside from being a genuinely good advertisement, the video and its associated website seem to indicate that Google may plan to actually sell its handsets in Japan. That wasn’t the case with its previous devices. Taken in conjunction with previously reported listings on Chinese retailers, the general takeaway from recent news seems to be that Google is placing a lot of emphasis on the Asian markets where it hasn’t previously had a presence. That could lead to a substantial growth in terms of sales potential and ultimately revenue, which is something the company has struggled with in the past.