By now, you probably know my stance on Gemini and other generative AI gobbledegook — right?

In short: It’s an insanely powerful form of technology (obviously). But it’s also wildly inaccurate and ineffective as an all-purpose answer engine, and by cramming it into every last nook and cranny, Google is doing a serious disservice to its users — and to itself.

That being said, generative AI can be incredibly useful. The key is simply to frame it as a purpose-specific tool for the right type of limited task as opposed to treating it as the end-all answer for everything, as most tech players seem overly eager to do these days.

Here in the land of Android, I’m always looking for purpose-specific ways Gemini can make our lives easier. Over time, I’ve found those ideas often aren’t the big headline-making features Google and other tech companies market but rather random little off-the-beaten-path possibilities that rarely get emphasized.

Today, I’ve got a new Gemini Android advantage for you to explore — another one that I’ve never seen advertised anywhere but that works brilliantly well and solves a long-standing limitation of our modern mobile gizmos.

It’ll take you all of a minute to master and cost you precisely $0 to pull off. Ready?

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Gemini’s custom sound advantage

This Gemini-provided power-up very much follows the path of thinking about AI as a limited, purpose-specific tool for a narrow task — the exact sort of area where AI excels.

I won’t keep you waiting: Gemini, as I discovered whilst poking around within it recently, is really good at generating unique, custom ringtones and notification sounds based on your personal preferences and specifications.

It almost seems obvious, once you think about it. But I sure hadn’t thought about it up until now — and I suspect most other folks haven’t, either.

The advantage here goes beyond just superficial silliness, too: By creating your own custom ringtones and notification noises, you can know exactly what event your phone is alerting you to within a split second of hearing the associated sound — without having to rely on the same limited and often underwhelming pool of default options that everyone else uses (or, worse yet, having to lean on shady, ad-ridden “ringtone apps” to find mediocre alternatives). That means you’ll know within a heartbeat when your boss or an especially important client is calling or if an incoming call is a random unknown number.

On the notification front, you can create a specific, memorable sound to accompany a new message in an important work-related Slack channel and a different distinctive sound for a high-priority email. They’ll all be sounds that you make and identity with and that no one else in the world uses. That’s pretty powerful.

And creating these custom sounds couldn’t be much easier, either, once you realize it’s possible:

First, just fire up Gemini on your phone (or on any device you’re using) and tell it what you want. So, for instance…

• Create a soft, subtle ringtone that’s reminiscent of an old office phone sound.
• Create a ringtone that sounds like an 8-bit version of The Final Countdown.
• Create a one-second high-pitched notification sound that brings to mind the Super Mario Bros theme song.
• Create a short notification sound that mimics the Back to the Future time circuits noise.
• Create a notification sound that sounds like a robot saying “ALERT, ALERT!”

The only limit is your imagination. And if you’re not feeling especially imaginative, you can even ask Gemini to give you a list of ideas for distinctive, memorable ringtones or notification sounds based on geeky nostalgia, 80s pop-metal, or whatever it is that tickles your fancy.

Once you’ve sent a request, Gemini will — somewhat confusingly — spit back a big honkin’ block of HTML code. This is because, for reasons unknown, the system can’t or won’t just provide a sound file directly. Go figure.

But from there, it’s just one more quick step to get the file you need: Click or tap the copy icon in the upper-right corner of that code block — the icon that looks kinda like two stacked, rounded rectangles — to copy the entire chunk of code onto your system clipboard.

Then open up your browser and go to the website JSFiddle.net. It’s a well-known, long-standing tool for running code like HTML right in your browser and seeing the result, and it works entirely in the browser and without any downloads or special permissions required.

Tap or click into the “HTML” field, then paste in the code from your clipboard (by long-pressing any open space, on Android, and selecting “Paste” from the menu that appears). Click or tap the “Run” button, and — ta-da: You’ll see a player to listen to your custom Gemini-generated sound and a button to download it.

Provided you like what you hear, hit the button to download the file, then head into the Sound section of your Android system settings to save it and make it available for applying as any kind of alert or ringtone. The exact steps for doing that will vary from one type of Android device to another, but on a Pixel or another phone that follows Google’s core Android interface, you’ll tap on either “Ringtone” or “Notification,” then tap “My Sounds” and tap the plus icon to import your own custom file from your phone’s local storage.

On a Samsung device, you’ll start the same way but look for the plus icon within the “Ringtone” section of the settings, then tap the “Folders” tab to find your locally downloaded files. Samsung doesn’t make it easy to add in your own custom notification sounds, annoyingly, so what you’ll have to do is open up the Google Files app, find the file you downloaded in your “Downloads” folder, then tap the three-dot icon alongside it to copy it to the folder called “Notifications.” Once the file is in that folder, it should show up as a notification noise option within the Samsung Android settings.

And remember: You can use Android’s notification channels to set specific sounds to be used for different types of alerts, even within a single app — and you can use the Google Contacts app to set custom ringtones for different people, too.

With Gemini as your personal composer, you’ll never be stuck with generic overused sounds again — and you’ll always know exactly what’s happening from the first note of whatever noise you hear.

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Back in April 2025, the US Department of Justice (DoJ) proudly proclaimed that it had prevailed in a landmark antitrust case against Google’s ad business. Yeah. Right.

You see, just last week, US District Judge Leonie M. Brinkema rejected the DoJ’s effort to force Google to sell its AdX ad exchange. What began as a major anti-monopoly victory has become a mouse-sized settlement. 

[ Google US antitrust trials: A timeline ]

Does any of this this sound familiar? It should. We’ve seen this show before. Last year, Google had also been convicted of abusing its search business. At first, all the talk was about how Google might be forced to divest itself of the Chrome browser and/or the Android operating system. 

Instead, Google was allowed to keep making search deals and only had to share some search data with its rivals. 

I say rivals, but in fact Google still dominates the search market. Indeed, its control has actually expanded a bit. By StatCounter’s numbers, in August 2025, Google search owned 89.89% of the market. By last month, almost a year after the company had been slapped on the wrist, its share had grown to 91.1%. 

Boy, wasn’t that a win?

The remedies phase of the government’s ad-tech antitrust case order is a similar Google win. No, it doesn’t overturn the April 2025 finding that Google unlawfully maintained monopolies in the publisher ad-server and ad-exchange markets, or that it illegally tied its ad server and exchange together. Instead, it determines how the company must change its conduct.

The DoJ wanted Google to divest itself of AdX, the company’s ad exchange for matching publisher inventory with advertiser demand. It also sought to require Google to open-source the final-auction logic in its DoubleClick for Publishers (DFP) ad server and, if necessary, divest its DFP business. 

Brinkema rejected all three requests. Instead, her short order accepts “most” of the parties’ proposed behavioral remedies, subject to modifications described in a memorandum opinion that remains sealed while the parties identify confidential information for redaction.

Specifically, the court directed Google and the plaintiffs to meet and submit a joint proposed final judgment within 30 days. If they cannot agree on the details, each side must submit its own proposed version.

Google — as it should — sees this as a win. As Lee-Anne Mulholland, Google’s vice president of regulatory affairs, said in a statement, “We’re very pleased the Court rejected the DOJ’s proposal to break apart tools that help small businesses reach new customers and grow.”

Far less convincing is the DOJ’s characterizing the decision as a win. “The Antitrust Division is pleased that the court ordered substantial relief in the Google ad-tech case. We are one step closer to restoring competition and bringing relief for the American people in online advertising markets.” 

Oh please! It does nothing of the sort.

To quote Laurel Kilgour, research manager at the American Economic Liberties Project, an anti-monopoly, nonprofit group: “Judges keep finding Google guilty, but Google keeps walking away with both its ill-gotten gains and its empire intact. Without actual structural remedies, antitrust rulings are just inconvenient speed bumps that allow Google to lock down search and ad tech markets today while using that same unchecked power to monopolize tomorrow’s AI frontier.”

Exactly so. 

The specific obligations Google will face are not yet public, because Brinkema’s explanatory opinion remains under seal. Earlier, Google had proposed making real-time bidding responses from AdX available to rival ad servers, removing Unified Pricing Rules, and accepting a monitoring trustee for a three-year supervision period. None of that will even dent Google’s ad business.  

When all’s said and done, Google is still in charge of both its exchange and publisher ad-server operations. I expect the minor changes required won’t amount to a hill of beans. Restoring competition in markets where the company was found to have used its vertically integrated position unlawfully? Give me a break. 

Public Knowledge, a free speech and internet advocacy group, described the decision as one that leaves Google’s monopoly power substantially intact. 

As Public Knowledge Legal Director John Bergmayer said, “The court found that Google illegally acquired and maintained monopolies in publisher ad servers and ad exchanges, and used its control of DFP and AdX to shut out rivals.” He concluded, “Telling a monopolist to do better is not the same as restoring competition.… A finding of liability means little if the remedy leaves the market fundamentally unchanged.”

Ya think? 

In Google’s last reported quarter, the company reported $81.6 billion in advertising revenue. Next year, when Google is being “punished,” I expect its revenue will be even higher. 

You might not know it from looking, but Gmail is jam-packed with time-saving tricks.

Some of ’em are right there in front of your face, if you know how to find ’em — while others require a teensy bit of under-the-hood tinkering to activate. But all of ’em are built right into Gmail and have the potential to make managing your email a heck of a lot easier.

Check out these 16 splendid Gmail tips and get ready to master your inbox once and for all.

(Note that unless otherwise specified, these tips are specific to Gmail’s web-based desktop version.)

Inbox step-savers

1. You can actually view attachments right from your Gmail inbox. Provided you haven’t switched away from the service’s “default” interface arrangement, you’ll see small tiles for every file associated with an email right below the message’s subject line. And you can click on any of those tiles to open or preview the file’s contents and get directly to the info you need.

2. It’s easy to miss, but take note: When you hover your mouse over a message in your inbox, Gmail gives you a series of quick-access actions at the far-right side of the line. You can archive the email, delete it, mark it as read or unread, snooze it, or even RSVP to a meeting request right then and there — without ever having to open the message.

3. A super-useful keyboard shortcut I always forget to use: While viewing a multi-email thread of messages — a conversation in which you have numerous back-and-forth replies under the same subject — hit the semicolon key (;) to expand the entire conversation and show every message in the thread. And then hit the colon key (:) to collapse it back down so you see only the most recent email.

Just make sure you enable keyboard shortcuts first, if you haven’t already: Click the gear icon in the website’s upper-right corner, then click “See all settings” and look for the “Keyboard shortcuts” option midway down the screen that comes up. Select the “Keyboard shortcuts on” setting and then be sure to click the Save Changes button at the bottom of the screen.

4. Some of Gmail’s best keyboard shortcuts are the ones you create yourself. Go back into the website’s settings and this time, click the Advanced tab. See the line labeled “Custom keyboard shortcuts”? Click “Enable” next to that, then click the Save Changes button at the bottom of the screen.

Once Gmail refreshes itself to apply the changes, go back to the Settings area again and look for the newly present Keyboard Shortcuts tab. There, you can adjust any of the default keyboard settings to make them simpler to activate or easier to remember.

One of my favorite adjustments, for instance — and one I rely on constantly — is adding in a second command for the “Go to inbox” shortcut, which is typically gi by default. In Google’s old Inbox service, that shortcut was simplified down to just i, and once you get used to that shorter sequence, you won’t want to go back.

5. The panel at the right of Gmail’s web interface lets you pull up Google Calendar, Google Keep, Google Tasks, or Google Contacts right inside your inbox so you can manage info from each of those apps without having to switch tabs or open anything new. And here’s a handy hidden trick: With Tasks, you can drag messages directly from your inbox into the panel to create new tasks around them.

Unfortunately — and somewhat strangely — the same drag-and-drop behavior isn’t currently possible with Calendar or Keep, nor is it possible for Contacts.

6. Even with a miniature version of Contacts being available inside that handy side panel, you might sometimes want to pull up the full Google Contacts website for its complete set of features. Provided you’ve got Gmail’s keyboard shortcuts enabled now, commit this workaround to memory: Pressing g and then c will open up Contacts in a separate tab, no matter what else you’re doing in your inbox.

Composing shortcuts

Editor’s note: Assuming you’ve enabled keyboard shortcuts (see tip 3), the following keyboard shortcuts work in any browser on any desktop operating system. Mac users, just swap in the ⌘ key for “Ctrl” wherever you see it.

7. Ever like marking messages as unread after you’ve opened ’em? Gmail makes that incredibly easy to do: Anytime you have an email open, look for the envelope icon directly to the right of the trash can in the horizontal row of icons above your message (in the area directly beneath the search bar). That’ll let you mark the message as unread with a single click. Or, for a faster and more powerful one-two punch, just type an underscore (_) while viewing any message. That’ll mark it as unread and zap you back to your main inbox.

8. Speaking of combining multiple actions into a single command, simplify your inbox organization process by enabling Gmail’s convenient Send & Archive button. It places a second button alongside the regular Send button whenever you’re responding to an existing message, and clicking that button (or, even better yet, hitting Ctrl-Enter on your keyboard) will send your response and archive the thread in one fell swoop.

To enable it, look for the “Send and Archive” option within the General tab of Gmail’s settings. Click “Show ‘Send & Archive’ button in reply,” hit the Save Changes button at the bottom of the screen, and then get ready to save yourself steps the next time you type a reply.

9. I don’t know about you, but I frequently start typing an email and then decide against sending it. (Rather fittingly, I started typing out a lengthy explanation of the reasons but then decided against including it.) If the same thing ever happens to you, remember this: Hitting Ctrl-Shift-D while you’re in the Gmail compose tool will close the compose window and discard your draft. And it works whether you’re writing a new email or a reply.

10. Another awesome time-saver: In addition to the obvious Ctrl-B for bold and Ctrl-I for italics email formatting shortcuts, Gmail has hotkeys for doing some advanced forms of text formatting — things that’d otherwise require multiple clicks and much menu-hunting to accomplish.

The ones I use the most:

• Ctrl-Shift-8 will add a bulleted list into your email (just like this list!), and Ctrl-Shift-7 will add a numbered one.
• Ctrl-Shift-9 will offset text in a blockquote style.
• Ctrl-] will indent text, while Ctrl-[ will remove any indentation.
• And Ctrl-\ will remove any formatting on your selected text and make it as plain as can be.

11. You’d never know it, but the Gmail compose tool itself can take on various forms, depending on your preferences. Make a mental note of these possibilities and the shortcuts to get to ’em:

• To start a new message in the default lower-right-corner-of-the-screen window view, hit c.
• To start a new message in a pop-up window totally separate from your main Gmail tab, hit Shift-C. You can do the same thing for a reply by hitting Shift-R while viewing a message thread — or Shift-A for reply-all.
• To start a new message in a full-screen compose window within your main Gmail tab, hit c — then click the little arrow icon in the compose tool’s upper-right corner. (You can also hit Shift while clicking that icon to pop the message out into a separate pop-up window form.)
• If you’d rather use that full-screen compose window all the time, by default, click the three-dot menu icon in the lower-right corner of the compose tool and look for the “Default to full-screen” option there. (If you ever change your mind, you’ll find the option to disable that preference in that very same spot.)
• If for some reason you like the idea of composing a message in a new tab instead of a pop-up window or within the main Gmail tab, just hit d while in your inbox. That’ll do the trick!

To see more keyboard shortcuts, just type ? while viewing any message list within Gmail.

Smarter snoozing

12. Don’t forget to take advantage of Gmail’s super-handy snoozing tool: Instead of letting messages linger in your inbox and pile up to an unmanageable point, use the snooze function to help yourself deal with everything as soon as you see it.

A good rule of thumb to maintain: If you can respond to something in less than a minute, do it. If something doesn’t require any action on your behalf, archive it immediately. And if something requires some sort of action but you don’t have the time to mess with it at that moment, snooze it to a day and time when you will be able to handle it.

You can snooze an email from your inbox by hovering over the message and selecting the clock-shaped Snooze icon, as noted in tip 2. You can also snooze an email while it’s open by clicking the three-dot menu icon to the right of the folder symbol directly above the email and then clicking “Snooze” within the menu that pops up. Or you can simply press b while you’re viewing a message or while you have it selected in your inbox.

13. Gmail even makes it possible to snooze multiple messages at the same time — in case you see more than one email that needs to be pushed back to the same point. From your inbox, simply click the boxes to the left of any messages you want to include, then click the three-dot menu icon within the row of icons toward the top of the screen and select “Snooze” from there.

14. Need to get back to something you snoozed — or change the day and time at which it’s set to reappear? You can always find all of your snoozed emails in Gmail’s Snoozed section, located beneath the “Inbox” line in the left-hand panel. Once you’re there, just hover over any email and click the clock-shaped icon to change its snooze settings or unsnooze it entirely.

15. You can snooze messages from the Gmail mobile apps, too, though the option is a bit buried. From the inbox view, press and hold a message to select it, then tap the three-dot menu icon at the top of the screen and look for “Snooze” in the list of options that appears. If you’ve already opened the message, tap the three-dot menu icon at the top of that screen; you should see “Snooze” show up as part of the options there as well.

16. Make snoozing even simpler in the Gmail mobile app by assigning it to one of your inbox swipe actions. Just open up the app, tap the three-line menu icon in its upper-left corner, then select “Settings.” On Android, tap “General settings” followed by “Swipe actions”; on iOS, you’ll tap “Inbox customizations” and then “Mail swipe actions.”

All that’s left is to set either your left swipe or right swipe to “Snooze,” and then, you can simply swipe any message in that direction from your inbox to snooze it — no wasted taps or menu diving required. (The Gmail Android app has several other similarly useful hidden features, by the way, most of which aren’t available on iOS.)

And with that, your Gmail time-saving toolbox is officially complete! The next logical step in your inbox improvement adventure is mastering the art of Gmail labels to fight back against email chaos — and I’ve got just the guide to get you started.

This story was originally published in May 2018 and most recently updated in September 2026.

Google’s dominance in the search arena has given rise to two major antitrust lawsuits from the US government alleging the company has manipulated the market to maintain that dominance, to the exclusion of competitors and the detriment of the public at large.

The first lawsuit, targeting Google’s search business, kicked off in mid-September 2023 and drew to a close in May 2024; US District Judge Amit Mehta ruled against the tech giant in August 2024. The remedy phase of the trial ended in September 2025 with Judge Mehta rejecting the DOJ’s request to break up the company, instead imposing data-sharing requirements.

The second trial against the tech giant, focused on advertising, took place over 15 days in September 2024, with US District Judge Leonie Brinkema ruling against Google in April 2025. In September 2026, Judge Brinkema ruled that Google is not required to break off its ad exchange, instead opting for behavioral changes that have yet to be revealed publicly.

The cases heavily echo the turn-of-the-century Microsoft antitrust case in several respects, most notably that Google, like Microsoft before it, has evaded the forced breakup requested by regulators.

Here’s our condensed timeline of the two overlapping lawsuits and their progress through the court system.

Sep. 2, 2026, advertising lawsuit: In a second big win for Google, Judge Brinkema rules that the company does not have to sell its AdX ad exchange. The search giant is also not required to open-source the final-auction logic in its DoubleClick for Publishers (DFP) ad server or divest its DFP business. Behavioral remedies are sealed while the parties identify confidential information for redaction.

Sep. 2, 2025, search lawsuit: In a significant win for Google, Judge Mehta rules that the tech giant does not have to divest its Chrome and Android businesses as the US government had requested, and it will be allowed to continue paying Apple and other browser makers for default search placement. To level the competitive playing field, Google will have to share search index and user-interaction data with rivals and offer search results syndication.

April 21, 2025, search: The remedy phase of Google’s search antitrust trial begins with Judge Mehta presiding. Federal prosecutors warn that Google might leverage artificial intelligence to entrench its search monopoly, demanding “strong measures” to prevent the tech giant from extending its market control into the AI era. These include requiring Google to divest Chrome, end exclusive default search agreements, license its search data to competitors, and potentially sell its Android operating system if other remedies fail.

April 17, 2025, advertising: In a second landmark defeat for Google, Judge Brinkema rules that Google illegally monopolized the ad tech market. The company’s “exclusionary conduct substantially harmed Google’s publisher customers, the competitive process, and, ultimately, consumers of information on the open web,” she wrote in the ruling. Remedies, which could include the breakup of Google’s advertising products and/or changes to its business practices, will be imposed at a future date.

Oct. 8, 2024, search: The US Department of Justice submits a court filing proposing that the Chrome browser and Android operating system be split off from Google as part of sweeping remedies aimed at curbing the tech giant’s monopoly in online search and advertising.

Sept. 20, 2024, advertising: The US Department of Justice is set to wrap its case in the Google antitrust trial after an eventful two weeks. The tech giant is accused of engaging in monopolistic behavior by strategically acquiring certain companies and controlling the adtech industry’s most widely-used tools and exchanges,  beginning with its acquisition of advertising company DoubleClick in 2008.

Sept. 9, 2024, advertising: The second major case against Google begins with the company defending itself against claims it engaged in illegal behavior to maintain control of the ad tech market. The US government is accusing Google of purposefully manipulating that market, snuffing out competitors and gobbling up key technologies through acquisitions. If the DoJ successfully makes its case, Google risks being broken up by regulators.

Aug. 5, 2024, search: In a major defeat for Google, Judge Amit Mehta rules that the company had engaged in anticompetitive behavior in an effort to protect its search business. In the 277-page decision, Mehta was blunt: “After having carefully considered and weighed the witness testimony and evidence, the court reaches the following conclusion: Google is a monopolist, and it has acted as one to maintain its monopoly. It has violated Section 2 of the Sherman Act.” Mehta’s ruling did not include remedies for the anticompetitive behavior; those will be decided later.

May 3, 2024, search: Over two days of closing arguments, the DoJ revisits its case for Google having a monopoly on search advertising, and Judge Mehta quizzes both parties about whether other platforms could be viewed as substitutes for Google’s search advertising business. He hasn’t said how long he expects to take to reach a decision, but if he rules against Google, a second hearing will take place to decide on any remedies.

Nov. 16, 2023, search: The evidentiary phase of the trial finishes, as Judge Mehta issues instructions for post-trial submissions. Despite considerable amounts of redaction and closed-door testimony, the case revealed some unprecedented details about the relationships between the largest tech companies in the world, including the fact that Apple apparently keeps 36% of the search revenue from Google searches in Safari, and Apple once considered buying Microsoft’s Bing search engine as leverage against Google. Judge Mehta has scheduled closing arguments in the case for May 1, 2024.

Oct. 31, 2023, search: Google CEO Sundai Pichai takes the stand, for long-awaited testimony about the relationship between his company and Apple. He gave some details about Google’s negotiations with Apple over a contract that made Google the default search engine on Apple’s iPhones, iPads, and Macs. Google has paid billions for the privilege of being the default search on Apple products, and the relationship is a key part of the case – which was underlined by the Justice Department’s cross-examination of Pichai, during which he admitted that default search status is a major driver of market share.

Oct. 18, 2023, search: Google begins its defense, calling Paul Nayak, a vice president of search, to the stand as its first witness. Nayak downplays the importance of scale in his testimony, stressing that machine intelligence, compute infrastructure, and a team of 16,000 staff that checks on search results are crucial to maintaining quality of service. DOJ witnesses including DuckDuckGo CEO Gabriel Weinberg and Microsoft CEO Satya Nadella had testified that Google keeps an edge over competitors via an ever-increasing trove of data — the result of its default search engine status, maintained through exclusive contracts and billions of dollars in payments to Apple, Samsung and other companies. This data gives Google an advantage in refining search engine results, they said. 

Oct. 3, 2023, search: As a witness for the prosecution in the Google antitrust trial, Microsoft CEO Satya Nadella warns that Google’s monopoly profits could lock in publishers as AI-enabled search arrives. Nadella argued that it’s almost impossible to compete with Google, given the search leader’s massive competitive edge in collecting and analyzing user data. He also warned that Google, with its vast profits and lock on the search market, stands poised to extend its monopoly power in a new era where artificial intelligence technologies will turbocharge the search business.

Sept. 26, 2023, search: Apple’s Eddy Cue testifies behind closed doors in the Google search case, as critics slam presiding Judge Amit Mehta’s decision to hold much of the trial’s testimony from witnesses secret, allow documents to be heavily redacted, and block some documents from public view — mainly at the insistence of Google, but also at the request of other companies, including Apple. By the end of Cue’s testimony — and after a wek of wrangling by all parties — Judge Mehta rules that documents used during the trial can be published online at the end of each day, but still allows time Google and third parties to object to exhibits being shown publicly before the DOJ presents them in court. 

Sept. 21, 2023, search: Judge Mehta rules that public access to court exhibits, which have been mostly internal Google documents thus far, should be removed, after Google challenged the Justice Department’s regular publication of them. The company said that it was concerned for its employees’ privacy.

Sept. 12, 2023, search: The default search trial begins with opening statements, and the government begins its case.

Aug. 2023, search: Judge Mehta grants partial summary judgment for Google in the search case, saying that the government had failed to raise a genuine dispute of material fact on antitrust charges relating to contracts around the use of the Android operating system, as well as Google Assistant and IoT devices. The claims relating to Google’s exclusive “default search” contracts, however, are allowed to proceed to trial.

July/Aug. 2023, search: Google and the plaintiffs in the search case argue various motions in limine, designed to control what evidence should be included or excluded in the actual trial. Discovery and motion practice over evidence continues in the advertising case.

June 2023, search: Judge Mehta schedules a trial date of September 12, 2023 for the search case.

April 2023, advertising: Judge Leonie M. Brinkema denies Google’s motion to dismiss in the advertising case.

March 2023, advertising: Google’s motion to transfer the advertising case to New York is denied by Judge Brinkema, who orders the parties to propose discovery schedules within two weeks of the order. Two weeks later, Google moves to dismiss the case for failure to state a claim, arguing that the plaintiffs have simply produced legal conclusions, and not specific facts, that could support their claims. Judge Brinkema schedules pre-trial conferences for January 2024.

Feb. 2023, search: The plaintiffs in the default search case case move for sanctions against Google, accusing it of spoliation, which refers to the destruction, alteration or failure to preserve relevant evidence in a case. Elsewhere, in the advertising case, Google moves to transfer the case from the Eastern District of Virginia to the Southern District of New York, which is seen as an attempt to consolidate the case with related digital advertising antitrust litigation.

Jan. 2023, advertising: A second antitrust action, pushed by eight states and the DoJ, is filed in federal district court in eastern Virginia. The plaintiffs, who call for Google’s advertising business to be split up, accuse Google of manipulating its dominant position in the online advertising world to squeeze out rivals and control both the supply and demand side of the advertising market. Google, according to the complaint, thwarted fair competition by manipulating fees, punished advertisers for using alternative platforms and ad exchanges, and engaged in a host of further anti-competitive behavior in the interest of monopolizing the marketplace. (This is case that began in September 2024.)

Dec. 2022, search: Google moves for summary judgment against the separate Colorado case and the larger, DoJ-led case. A summary judgement motion is essentially a request by one of the parties in a lawsuit that the judge rule in their favor and end the case, arguing that, based on the undisputed facts, they are entitled to win the case as a matter of law.

May 2022, search: A deadline of June 17 is set for the production of all discovery materials. Further documents – for example, those whose is existence is first disclosed in late in the discovery window – can be produced until June 30.

May 2022, search: Judge Mehta denies a government motion to sanction Google for inaccurately classifying documents as attorney-client privileged. The plaintiffs had argued that emails on which Google’s lawyers were listed as recipients or CCed, but that the lawyers never responded to, constituted a misuse of the attorney-client privilege rules.

Dec. 2021, search: Judge Mehta conditionally splits Colorado’s claims from the case at large, ordering that separate trials on that state’s issues of liability and remedies will be “more convenient for the Court and the Parties, and will expedite and economize this litigation.”

Aug.-Oct. 2021, search: Discovery-related motions and orders continue, as Yelp and Samsung join the fray. (Those companies, like Microsoft and Apple, are relevant to the case even if they aren’t parties themselves, as their internal records are potentially relevant to Google’s liability.)

June/July 2021, search: The discovery process continues, and the US and Google both file several documents with the court under seal. (Microsoft files two sealed documents, as well, in response to Google’s subpoenas for company records, and Apple becomes involved after the government requests access to some of its internal information.)

March 2021, search: Meetings between Google and the various governmental plaintiffs continue, with periodic status reports on the discovery process.

Jan. 2021, search: Google files a response to the complaint, admitting to many of the facts alleged by the Justice Department and associated attorneys general, but categorically denying the substance of the government’s claims of illegality. Further responses to separate but related claims, generally to specific state attorneys general, follow in the subsequent weeks and months.

Dec. 2020, search: Judge Amit Mehta approves the joinder of Michigan, Wisconsin and California to the suit.

Oct. 2020, search: The Department of Justice, along with the attorneys general of 11 states, sues Google in DC federal district court for unlawfully maintaining a monopoly, in violation of Section 2 of the Sherman Act. The case centers on Google’s use of exclusive contracts that mandate its use as the default search engine in a host of different hardware and software applications, with the government alleging that this represents an artificial constraint on any possible competition for the search giant.

So, you’ve got email, you say? Lots of it? More than you can possibly manage without losing the few metaphorical marbles still sloshing around in that soggy ol’ brain of yours?

I hear ya. In fact, I think we all can relate (even those of us whose brains are, erm, slightly less soggy). And I’m here to tell you: It doesn’t have to be so difficult.

Gmail has a variety of built-in tools for making your messages more manageable. Some of ’em are a little bit different from what you might be accustomed to using in more traditional email clients (here’s lookin’ at you, Outlook) — but if you take the time to figure out how they work, you might just be surprised at how effective they can be.

There’s no better example than Gmail’s label system. It’s a strange concept to wrap your head around at first, especially if you’re used to the more typical folder-based method of inbox organization, but here’s a little secret: Labels actually are folders, in a sense. That, however, is just one small part of their inbox-organizing power.

Think through these nine label-centric possibilities and get ready to see Gmail’s labels in a whole new light.

1. Use Gmail labels like super-folders for categorizing your email

First, the most basic Gmail label mindset to master: You can think of a label like a folder — but with an important twist: Instead of a message being placed into a label, the label is placed onto the message.

That subtle-seeming distinction is actually quite significant. What it means is that a message doesn’t have to be associated with only one label, as is typically the case with folders; rather, you can apply as many labels as you want to any message, and each one ends up acting like a sticker — a label, one might even say! — that sits atop the email along with any other labels you’ve applied.

So, for instance, if you keep tabs on stats for your company’s website, you might label all incoming emails from Google Analytics as “Web Reports.” But maybe you also have your own personal website for which you receive Analytics updates. You could label the reports from your personal website as “Web Reports,” too, and then add a second label of either “Work” or “Personal” onto every message to create a distinction between the two types.

On the Gmail desktop website, the easiest way to create a label is to click the label icon in the toolbar at the top of the screen when you’re viewing a message or when you’ve selected something from a message list — then start typing whatever name you want to use for the label. Once you’re done, simply hit Enter, and Gmail will create the label for you and apply it to the message.

The next time you click the label command, you’ll see your newly created label as an option.

You can also perform the same action by using the keyboard shortcut L while an email is open or selected, provided you’ve enabled Gmail’s keyboard shortcuts system.

On the mobile front, you can create a new label within the Gmail app for Android or iOS by tapping the three-line menu icon in the upper-left corner of the screen and then looking for the “Create label” option before the list of existing labels (on Android) or the “Create new” option directly after that list. You can apply an existing label onto a message, meanwhile, by looking for the “Label” (on Android) or “Label as” (on iOS) option in the main three-dot menu anytime an email is open or selected.

2. Save yourself a step and label while archiving

Here’s a handy command to remember: If you want to add a label to a message and simultaneously dismiss the message from your inbox, use Gmail’s “Move to” option.

On the desktop website, that’s the icon showing an arrow inside a folder, directly to the left of the regular label icon. On both Android and iOS, you can find the same command within the three-dot menu icon while any email is open or selected. You’ll see a list of options that include your labels; just select the label you want to assign to the message.

Whatever platform you’re using, that’ll handle all the steps for you in one fell swoop. And if you’re a fan of shortcuts like this, by the way, I’ve got a whole story dedicated to time-saving Gmail tips just like ’em.

3. Apply labels while you’re composing an email

Gmail labels aren’t only for incoming messages; you can also proactively apply them to a new message you’re composing and then know that that email and any replies associated with it will remain properly organized and present in all the right places.

On the Gmail desktop website, all you’ve gotta do is hit the three-dot menu icon in the service’s compose window and look for the “Label” option in the list that appears — then create a new label right then and there or select any existing label to apply it.

The mid-composing label-adding option isn’t present in the Gmail mobile apps, unfortunately, but you can accomplish the same thing in a roundabout way by heading into your Sent messages (from the app’s main three-line menu) and then selecting or opening an email to add a label onto it right after you’ve sent it.

4. Organize your label lists

All right, so you’ve got your messages labeled — now what? Well, first, you can always browse through your labels to find something you need. Gmail keeps your list of labels (in alphabetical order) in its left sidebar, on the desktop website. You can collapse or expand that sidebar by clicking the three-line menu icon in the upper-left corner of the screen, and you can click on any label in the list to see all of the messages associated with it.

By default, though, that list is probably quite the unruly mess. So let’s get it organized:

• First, if you see a line in the list of labels that says “More,” with a downward-facing arrow alongside it, click it to expand your full list of existing labels.
• Now, click the three-dot menu icon next to each one of your labels. (The three-dot icon appears only when you hover over a label.) Assign each label a color, if you’d like; that’ll make it more visually distinctive and give it more or less emphasis (depending on the color you choose) when it appears in your inbox.
• In that same three-dot menu, look at the “In label list” section and consider if you want the label to always appear in your label list, to remain permanently hidden beneath that “More” divider, or to appear in the list only when unread messages are present within it. The less unnecessary clutter you have visible, the easier it’ll be to find the labels you actually use often.
• Next, look at the “In message list” section and think about whether you want the label to show up as an option when you’re adding a label onto a message. If it isn’t a label you ever actively apply to messages, you might consider hiding it to reduce clutter and increase your efficiency in that area.

On Android or iOS, you can find your labels and browse through any of ’em by looking inside the Gmail app’s main three-line menu. On Android, a third-party app called eLabels can also let you make more advanced label modifications from your phone or tablet — but in general, those sorts of adjustments are most easily managed from the Gmail desktop website.

5. Combine related labels into groups

While we’re getting your labels organized, take a moment to mull over whether any of your labels would make more sense as sublabels within a broader category. Maybe, for instance, you’d have one label called “Expense Reports” and then sublabels within it for “Staff,” “Freelancers,” and “Travel.”

This is an adjustment you’ll absolutely want to make on the Gmail desktop website, where the full selection of label customization commands is readily available. You can find the option to create a sublabel by clicking the three-dot menu icon next to any label name within the site and then selecting “Add sublabel” from the list that appears.

Just note: Somewhat confusingly, sublabels and parent labels are treated as separate but related entities — so if you were to add a message to “Staff” in our previous example, its label would show up as being “Expense Reports/Staff.” The message wouldn’t, however, show up when you click “Expense Reports” in the left-of-screen label list; it’d appear only when you clicked “Staff” in that same section. If you wanted it to appear within the results for both the parent label and the sublabel, you’d have to add both of them onto the message.

6. Use labels for smarter searches

Gmail’s labels aren’t just for browsing; you can also use them as variables to narrow down a search and make it faster to find a message you need. To include a label as a variable in a search, just click or tap the Gmail search box at the top of the website or mobile app, type label:work (using the name of your actual label name in place of “work,” of course), and then type in any other term or variable you want.

If you were trying to find a travel-related expense report from Tim Cook’s trip to Chicago, for instance, you could type label:travel from:tim@apple.com chicago into the search box. Including the label would narrow down your search considerably — skipping over messages from Tim Cook that might’ve just mentioned Chicago in some other context — and let you get to what you need more efficiently.

You can even narrow down your search further and search for messages that contain multiple specific labels — like label:travel label:work, which would show you a list of all messages that have both of those labels in place.

And on the mobile front, you can make your life easier yet by tapping the “Labels” dropdown within the app’s search area. That’ll let you simply select from a list of available options and save yourself the trouble of manually typing anything in.

Gmail actually treats many of its own built-in message designations as labels, too — so in addition to searching for your own custom labels, you can search for (and in some cases also find within the mobile app dropdown menu) things like:

• label:inbox
• label:unread
• label:promotions
• label:social
• label:starred
• label:muted

Beyond that, you’d never know it, but Google also supports a hidden series of advanced Gmail labels for automatically identifying emails related to areas like travel, purchases, and finance.

And finally, any recent past searches you’ve conducted will show up as suggestions whenever you tap or click in the search box, which makes it especially convenient to revisit any frequently accessed label-related explorations in the future.

7. Let Gmail apply labels for you

Here’s where things really start to get interesting: In addition to manually applying labels to messages as you see fit, you can train Gmail to automatically categorize and process messages for you.

The first step is to think about what factors would make an incoming message fit into a particular label — whether it’s the sender’s email address or domain name, a specific word or phrase in the subject line, or maybe even the address to which the message was sent.

In my own inbox, for example, Gmail applies a red “VIP” label to emails that arrive from editors or other contacts whose messages tend to be timely and important. And it applies a green “Invoices” label to messages that come in from a specific address and with certain subject lines that my accounting software uses for carbon copies of new invoices.

In some cases, like with the “VIP” label, the messages remain in my primary inbox. But in others, they end up moving to less attention-demanding places — like the invoice copies, which skip over my inbox entirely (since I’m keeping them mostly as records and don’t need to be bothered dealing with them every time they come in).

Once you decide what factors should apply to what label — and what else should happen once the label is applied — a Gmail filter is the key to making the magic happen. I outlined the exact steps to setting one up in my separate Gmail filters guide. Go have at it!

8. Let your labels limit your notifications

Last but not least, instead of getting distracting alerts for every new message that lands in your inbox — or going to the opposite extreme and not getting any email notifications whatsoever — use your Gmail labels as a way to control which messages alert you.

You can pick any label that seems notification-worthy and then limit your notifications only to messages with that label attached. You can even set up label-driven notifications to function on your desktop computer and on your mobile device. (Provided you use Android, that is. Sorry, iPhone folks, but Apple’s garden doesn’t allow this level of customization to fly.)

That’s exactly what I do with my aforementioned “VIP” label, in fact. And it’s actually quite easy to set up. I put together a step-by-step guide here.

And with that, my inbox-dwelling comrade, your label education is complete. Go ahead: Label yourself organized. You’ve earned it.

This article was originally published in November 2019 and most recently updated in September 2026.