Google Kills its Pixel Pass Subscriptions

Google quietly revealed that it is no longer offering Pixel Pass subscriptions for new or upgrade Pixel hardware purchases.

“We are focused on offering the best value of our hardware products while giving users the flexibility to purchase their favorite services,” a Google Support document notes of the change. “We will not be offering Pixel Pass subscription to new subscribers at this time. [If you are] an existing subscriber, you can continue with the duration of your existing Pixel Pass subscription, which is two years from when your Pixel Pass device shipped. You will not be able to upgrade to a new phone with Pixel Pass at the end of the two-year term.”

I’m guessing that many of you were unaware of this offering, which was only available in the U.S. previously. But Google launched Pixel Pass alongside its Pixel 6 family in October 2021, combining a Pixel 6 or Pixel 6 Pro with Preferred Care warranty coverage, YouTube Premium, YouTube Music Premium, Google One with 200 GB of storage, and Google Play Pass (a subscription games offering) for $45 (Pixel 6) or $55 (Pixel 6 Pro) per month over two years. This represented a savings of up to $294 over that time period, though it’s unlikely that many buyers wanted or needed all of those services. (Google Fi customers also received a $5 monthly credit, resulting in a savings of up to $414.)

It’s possible given the online services price hikes that are dogging our industry right now that this offering is no longer feasible for Google. But it’s curious to me that Google never expanded the plan, not just to other countries, but to include different tiers with different services bundles and online storage allotments. For example, Apple offers several different tiers of its similar Apple One subscription, and that company has seen great success with its services business overall.

In any event, Google will continue renewing the various services included in Pixel Pass when that subscription ends at a “discounted rate” that will be disclosed next month. And it is offering some active Pixel Pass subscribers a $100 Google Store credit as a goodbye present.

“As a thank you for being a subscriber, we’re adding $100 in Google Store credit to your account,” the email from Google reads. “It’s good for 2 years and can be used on any Google Store purchase.”