Project Fi is Being Renamed to Google Fi

Posted on November 1, 2018 by Paul Thurrott in Cloud, Google with 19 Comments

There’s no official announcement yet, but it looks like Google will soon rename its Project Fi wireless service to Google Fi.

News of the name change comes via Reddit, where a contributor posted a photo of a pamphlet that came with his new Google Pixel purchase. It uses Google Fi branding instead of Project Fi.

This change is in keeping with the broader branding shift that I noted in Android: Going, Going, Gone (Premium): Google, like Microsoft before it, is emphasizing its own corporate brand wherever possible over individual product brands.

But it may also signal that Project Fi has left the “project” stage and that it is now a mature Google service with a future. I hope so: I rely on Project Fi and value this service immensely.

Anyway, the name change is great.


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