Google unveiled its latest Pixel smartphones and gadgets with an emphasis on artificial intelligence rather than sweeping hardware changes, highlighting new features aimed at mainstream users. According to Reuters, the New York “Made by Google” event leaned on celebrity demos to show real-world uses of the company’s AI, while device upgrades were comparatively modest.
AI takes the spotlight over hardware tweaks
Rick Osterloh, Google’s senior vice president of devices and services, called Gemini “the real deal,” saying the company has “the best models” and “the best AI assistant.” New capabilities rolling out with the Pixel 10 lineup include a camera “coach” to guide better shots and an assistant that proactively surfaces relevant information, such as a flight confirmation email when calling an airline. Google also showcased previously announced features like real-time language translation for phone calls.
The phones’ exteriors changed little, though the base model now gets a telephoto lens to align with pricier units. Prices remain flat at $799 for the base device and $1,799 for the foldable, despite tariff concerns earlier this year. An analyst quoted by Reuters said much of what Google showed would run similarly on last year’s hardware, underscoring the event’s message that it is “not about just the hardware anymore.”
Lineup details and availability
The Pixel 10, Pixel 10 Pro, and Pixel 10 Pro XL will be available later this month, with the Pixel 10 Pro Fold slated for October. All phones use Google’s Tensor G5 processor and introduce Pixelsnap, a magnetic charging technology. Google also announced Pixel Watch 4 and cheaper Pixel Buds 2a earbuds, while Pixel Buds Pro 2 received a new color and forthcoming device-specific software updates.
Market push amid limited share
Reuters reported that Google aims to broaden Pixel’s appeal, though its AI push has yet to materially lift share. Citing IDC data, Google held 1.1% of the global smartphone market in the second quarter, up from 0.9% a year earlier. In the U.S., Pixel’s share slipped to 4.3% from 4.5% in the same period. Nearly three-quarters of Pixel shipments occurred in the United States, Japan and the UK, reflecting a high-end focus and limited geographical presence.
Google said it will begin selling Pixel devices in Mexico for the first time. Analysts told Reuters that broader channel expansion could help address the company’s constrained addressable market. Last year’s significant hardware refresh gave way to a presentation this year focused more on marketing and AI-led experiences than design leaps.
