A Classic Product Management Dilemma: Should Google Launch a Standalone Gemini App?

Last night, I was searching for Gemini App—Google’s LLM Assistant—on my iPhone 15 App Store.

The search results stumped me a bit! I was shown two similarly named apps—

1. “Gem AI: Ask AI Chat Anything”, and

2. “GemAI: AI Chat & AI Assistant.”

In fact, searching explicitly for “gemini by Google” change little to nothing in the search results.

In addition, I saw yet another clone, the third one so far, which was an Ad and showed right at the top of the search results!

None of these Apps are Google owned. However, one of them has copied everything from the purple color theme to the logo to the actual name once downloaded!

It was only after downloading that the differences became apparent.

This got me thinking about a classic product management dilemma: Should Google create a standalone Gemini App or keep it as a feature in the broader Google App?

The Current Setup

For now, Google has integrated Gemini into its main app on the App Store. You can toggle between traditional Google Search and the Gemini-powered search from a top toggle button.

It’s a neat integration, keeping everything in one place. But this opportunistic exploitation by copycat apps makes me wonder—should Google make a change?

The Product Management Dilemma

This situation reminds me of the classic dilemma companies face when a smaller product grows big enough to have its own considerable user base. Take Uber, for example.

Should Uber Eats be a separate app or part of the Uber ride-hailing app?

On one hand, having one app reduces friction for users who are already signed up. It’s convenient for those who use both services, eliminating the need to download and manage multiple apps. But it can also clutter the user experience with too many features, making the app feel overwhelming and less focused.

On the other hand, having two separate apps might increase initial signup friction, as users would need to download and register for both. But it would also provide a more streamlined experience, tailored to the specific needs of two different sets of customers. For users only interested in food delivery, Uber Eats as a standalone app offers exactly what they need without any extra noise.

Why a Standalone Gemini App Might Make Sense

I believe Google should launch a standalone Gemini App. Here’s why:

1. Simplified User Experience: A standalone app would allow Google to optimize the user experience specifically for Gemini’s capabilities. Longer LLM (Language Model) responses could be better managed and presented in a dedicated app, without the constraints of fitting into the Google Search framework.
2. Brand Integrity: With a standalone app, Google could protect the Gemini brand from opportunistic apps that are currently exploiting the lack of a dedicated platform. It would reduce the chances of users being misled by copycats, as the official app would be clearly identifiable.
3. Focus and Growth: A separate Gemini app would allow Google to focus its development and marketing efforts on building Gemini into a leading AI assistant. It could explore features and functionalities tailored to a dedicated user base, without the risk of diluting the experience by trying to serve multiple functions within one app.

Conclusion

Launching a standalone Gemini App could be a strategic move for Google, offering a cleaner, more focused user experience while also protecting its brand from imitators. While there are trade-offs involved, the benefits of a dedicated platform seem to outweigh the potential drawbacks.

Do you think Google should launch a standalone Gemini App?