In the latest cooperating agreement that Google's partners have to agree too, OEMs now have to promote Google services support for their new smartphones.
Xiaomi was one of the first spotted to be using more advertising for Google services support. Xiaomi was pretty quick to make a statement about the changes, which are actually pretty subtle. Stating that
"We have noticed that there is a discussion on the latest copy of the packaging of Xiaomi mobile phone overseas market. In order to avoid misunderstanding, the explanation is as follows：
- This copy is from the promotion requirements of the partners in the latest cooperation agreement, similar to the "power by android" displayed on the Android phone and the "intel inside" on the computer.
- Because the previous version of the agreement between Xiaomi and its partners has expired, Xiaomi becomes the first batch of contracted manufacturers of the new version of the cooperation agreement, and is also the first manufacturer to release new products after it becomes effective.
- We hope that global mobile phone manufacturers can cooperate smoothly with all partners to create a richer ecosystem."
The new branding is pretty subtle
The only real difference we are seeing in branding, at least on the Xiaomi Mi 10 series, is a sentence below the name of the phone on the box. Stating "with easy access to the Google apps you use most."
Other than that, it seems to be business as usual, on the box. There isn't any further advertising on the phone itself. Which is a good thing.
This is all part of the new cooperating agreement that partners have to agree to, in order to get access to Google Mobile Services. So expect to see these changes coming to future phones from Samsung, LG, Motorola and others.
It's likely due to the Huawei situation
This change is likely due to the Huawei situation, where Huawei is unable to use Google apps. Which means that shiny new P40 Pro that was announced last month, doesn't have Google services on-board.
More than likely, this is how Google wants to make sure consumers know that some Android devices have Google services while others don't. That's more of an issue in Asia than the rest of the world. But it is a distinction that should be made. So while this might sound a bit odd for Google to do, it is a good decision, and makes things easier for everyone.