Android’s new design language looks extremely… Gen Z.
That much is obvious from the concept images in the leaked blog post that surfaced today (published by Google, as it tends to do). While the theme is customizable, Google highlighted pink, purple, and coral throughout the interface. It’s a decidedly younger, bubblier, and more fun design that screams “look at all this fresh paint!” and less “choose from one of these six popular shades of blue.” Google’s blog also confirms the push toward youth appeal. Fine; freshening up the interface every once in a while is a good and necessary pursuit. Aside from the inherent cringe factor when a group of designers tries to quantify youth appeal in bar graphs labeled “Coolness attributes,” I can’t shake the feeling that none of this matters much against Android’s biggest hurdle in addressing the younger demographic: the iPhone.
Android is the most popular mobile operating system in the world. But here in the US, Apple owns a solid majority of all phones sold. The numbers skew even more heavily toward iOS when you look at younger demographics. A 2025 survey from investment bank Piper Sandler reports that 88 percent of teenagers polled own an iPhone. A 2023 article in The Wall Street Journal found that kids who dared to bring an Android phone to school faced teasing for using what is seen as a phone for old people. Google, it seems, would like to do something about that.
The screenshots from the blog post, which were saved by 9to5Google, give us a peek at what Google’s attempt to appeal to the youth looks like. It builds on Material You, the interface that Google introduced with Android 12, with a focus on customizability. It added the ability to change the system-wide color palette based on your wallpaper, a feature that Apple more or less copied in iOS 18 with an option to tint homescreen icons. Material Three pushes even further, mixing in bold fonts, bigger icons, and vibrant colors.
The leaked blog post calls Material Three its “most-researched update to Google’s design system, ever.” Google’s leaked post says it conducted 46 studies testing its new designs, with over 18,000 participants. “While there was a net positive indication across all age groups, younger study participants had the most enthusiastic preference for M3 Expressive, and also rating the designs as high in Visual Appeal and Intention to Use,” the post claimed.
It’s not all about the youth. It also says, “…with Expressive versions, we’re seeing a removal of age effects in fixation times, helping 45+ year old users perform on par with their younger counterparts.” Let’s just remember that anyone who’s 45 has probably owned a smartphone longer than the “younger counterparts” have been alive, and I think they were finding the email send button just fine, but I appreciate the consideration.
Google’s researchers had participants rate the designs for certain attributes, including those “Coolness Attributes” like “Stand Apart” and “Fascinating.” Great! What the hell does that mean?
Apparently, Google thinks it’s an indicator that people might actually be willing to switch to Android based on these designs. “We’ve also seen that this coolness isn’t just a vanity metric, but a positive driver of behavioral intent, meaning users are more likely to want to switch to a product with this design.”
Image: Google / 9to5Google
There’s only so much Google can do. No amount of vibrant color treatments and “fascinating” icons will change the fact that an Android owner is still the green bubble in the group chat.
Apple knows that locking people into iMessage is a huge factor in keeping them in the ecosystem, particularly with the phones people give their kids. RCS has made cross-platform chats much more bearable, but we’re still not quite at feature parity — and those bubbles are still green.
Honestly, I don’t hate Material Three, and leaning into a design that looks so different from iOS strikes me as a better idea than making an iOS knockoff. But, at least in the US market, a decision by Apple to open iMessage and FaceTime would do more to boost Android sales than anything Google’s designers can dream up.
Is that fair? Not at all, and regulators are trying to do something about it. The UI glow-up doesn’t hurt, but I don’t think this is a situation Google can design itself out of.
