I can't decide between Google and Apple, and it has become even more difficult.

      While watching the Google I/O 2025 keynote, several product demonstrations caught my attention—not only because they were technically impressive and thrilling, but also because I couldn't envision Apple showcasing them in a similar fashion during a public event.

      This rekindled an ongoing internal debate for me: Which approach do I prefer? Google with its astonishing “moonshots” that may or may not prove useful, or even become consumer products, or Apple with its meticulously planned demos grounded in practicality and benefits?

      Transport me, Sundar.

      The demo that triggered my internal conflict the most was Google Beam. For those who may have missed it, Beam is an "AI-first video communication platform," evolving from Google's Project Starline. During I/O, Google unveiled the hardware for Beam, which includes cameras and sensors mounted on a large screen, working with cloud-based AI algorithms to create a 3D representation of the person on the other end of the video call.

      Designed for businesses, it might be challenging to fully grasp the 3D effect through video, but that didn’t detract from its appeal. It appeared so futuristic, slightly absurd, and incredibly engaging. I felt a strong desire to try it out. Video calls have been a part of my routine for years, and while they serve their purpose, they cannot replicate the feeling of being physically present with someone. Google Beam seems like a product from the future, bringing us one step closer to holograms reminiscent of Star Wars and the Holo Decks of Star Trek, which is part of why I find the concept so captivating. Google proudly showcased it, yet since I can’t purchase or even use it currently, it remains more of a “look what we can do” moment rather than an actual product.

      I doubt Apple would ever present a product as visually striking as Google Beam, with its bulky bezels to conceal cameras, sensor arrays, and its enormous screen. Google has presented Beam as Project Starline before, something Apple would likely never do with a new product launch. However, if Apple were to create a Beam competitor, it would almost certainly target consumers, and if showcased, would likely include a release date and pricing. Unless I find myself working for a company collaborating with Google and Beam's partner HP, I may never encounter it in person. Additionally, given Google’s tendency to abandon projects, it wouldn’t shock me if Beam never developed beyond the few initial companies involved and certainly not to everyday consumers. Still, I find comfort in knowing it exists at all.

      Welcome to the future.

      The idea behind Google Beam seems like it could be adapted by Apple using the iPhone’s cameras, LIDAR, Apple TV, and FaceTime. Perhaps Apple is working on something similar? I won’t know for sure until the company decides to reveal it, and if it is developing something that doesn’t progress beyond the prototype phase, I’ll most likely never find out. Apple’s air of mystery contributes to its allure, but Google’s willingness to unveil its concepts is equally appealing.

      When Apple introduces a new product, I can be fairly confident that I will eventually have the opportunity to purchase it. AirPower often comes up as an example of Apple’s failure to deliver, but it’s the exception rather than the rule. A better illustration of Apple’s approach to forward-looking hardware is the Apple Vision Pro, which was teased and subsequently launched, and I always believed it would be released, only worried about whether I could afford it.

      During Apple’s Worldwide Developer Conference (WWDC) keynote this year, there’s a chance we might hear about Apple Vision Pro 2, and even if it’s just another teaser, there’s no doubt a complete launch will follow. I can be reasonably assured that if it’s presented onstage at WWDC 2025, it will be a tangible product at the end of its development rather than a speculative “moonshot.” After the tumult at I/O 2025, it will be a welcome change, as while Google integrated Android XR, smart glasses, and the Project Moohan headset into a single, exciting segment at the end of its 2025 keynote, it still felt somewhat distant and experimental.

      The Android XR experiment.

      I don’t mean "experimental" in a negative sense; rather, I mean it in a way that conveys, “we’re still figuring this out, but look at what we’ve already accomplished.” While the smart glasses were prototypes, at least one live demonstration did not function as planned, and there’s no definitive release date for any of it at this point. It doesn’t seem like Google itself will be producing a pair of Pixel Glasses, leaving partner companies like Warby Parker, Gentle Monster, and Kering Eyewear to handle that aspect.

      The Project Moohan Android XR headset, created in collaboration with Samsung, currently exists mostly as rendered images on a screen, aside from a few limited demonstrations. However, Android XR was presented in a variety of