Farewell, Pixel Pass: Google has discontinued its response to the Apple One subscription

Pixel Pass fades away shortly before the anticipated Pixel 8 unveiling.

The Google Pixel 6

In anticipation of the Google Pixel 8 launch, set to follow its traditional October release pattern and bolstered by recent leaks about the Pixel 8 Pro, Google has made an announcement regarding the discontinuation of its Pixel Pass subscription service.

Pixel Pass, a two-year subscription option available to US residents, bundled a Pixel 6 (at $45 per month) or Pixel 6 Pro (at $55 per month) with a comprehensive suite of Google services, including YouTube Premium, Google One, and Google Play Pass. For those seeking a new phone and these services, Pixel Pass was an attractive, cost-effective choice. Regrettably, this offer has been withdrawn, except for current subscribers.

Existing Pixel Pass subscribers need not fret; Google has committed to honoring the remaining duration of their two-year contracts. Upon contract completion, subscribers will receive a $100 credit towards a new Pixel phone, valid for two years and applicable in conjunction with ongoing promotions. Additionally, they will continue to enjoy Google One, Google Play Pass, and YouTube Premium at their current discounted rates, unless they choose to cancel these subscriptions separately. Specific rate details can be accessed via an email sent on August 29 with the subject line “An important update on Pixel Pass.”

However, it’s important to note that the $5 service discount previously available to Pixel Pass users on their Google Fi Wireless bills will no longer be continued.

At present, Google is stepping back from subscription services

Although the cancellation of Pixel Pass is disappointing, it hardly comes as a surprise. The signs were evident for quite some time. When Google launched the Pixel 7 and Pixel 7 Pro last year, there were no updates to Pixel Pass subscriptions to include these phones. Moreover, the service was always confined to the United States.

Had Google harbored long-term intentions for Pixel Pass, it likely would have expanded and enhanced the subscription offering progressively. Instead, it allowed the service to languish until its eventual demise.

As for the rationale behind Google’s decision to discontinue Pixel Pass, the official FAQ provides some insight, citing the desire to offer users the flexibility to purchase their preferred services individually—an option not afforded by this all-in-one service. While this is certainly a factor, it’s probable that the service’s lack of popularity also played a significant role in Google’s decision. This lack of traction might explain why Google never bothered to extend or update Pixel Pass beyond its original US-only scope.

There’s also the possibility that Google is preparing to introduce a new subscription model in the near future. Clues in Google’s Pixel Pass FAQ suggest this could be the case, and ending Pixel Pass could simplify the choices for customers, avoiding the confusion that can arise from too many subscription options.

We’ll have to stay tuned to see what Google has in store, but if a replacement is on the horizon, it might coincide with the launch of the Google Pixel 8. Rest assured, we’ll keep you informed about the latest developments in Google’s offerings. And if a Pixel Pass replacement doesn’t materialize, you can still rely on us for comprehensive coverage of the Google Pixel 8 (and other devices like the Google Pixel Watch 2) when Google finally unveils them.

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