Google Spotlights AI in New Pixel Smartphone Launch

Alphabet’s Google introduced a new lineup of Pixel smartphones and gadgets on Wednesday, intensifying its efforts to embed artificial intelligence across a wide ecosystem of products. The products were launched at the annual "Made by Google" event held in New York, which diverged from its typical format to emphasise mainstream consumer appeal over technical details. Talk show host Jimmy Fallon, the Jonas Brothers, and other celebrities featured heavily, helping demonstrate real-world applications of Google’s AI integrations into the hardware.

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Rick Osterloh, Google’s senior vice president of devices and services, stated that Gemini, Google’s AI chatbot and model, is "the real deal". Osterloh reiterated Google’s stated ambition to develop a universal AI assistant, saying they have "the best models" and "best AI assistant" to "unlock so much helpfulness on your phone".

New AI features rolling out with the Pixel 10 lineup include a "coach" in the camera app and an assistant that displays relevant information without explicit request, such as a flight confirmation email when calling an airline. Employees also demoed integrations of AI features earlier unveiled at Google's developer conference in May, including a real-time language translation function for phone calls.

Hardware upgrades were comparatively modest compared with Google's "bold refresh" in 2024, and the exteriors of the phones remain largely the same. Google did add a telephoto lens on the base model to bring it in line with the cameras on its pricier units. Bob O'Donnell, chief analyst at Technalysis Research, observed that much of the new functionality would likely run similarly on last year's hardware, indicating the company's shift away from solely hardware focus.

Prices remained flat, starting at USD 799 for the base unit and USD 1,799 for the foldable model. This pricing stability occurred despite earlier concerns about potential "drastic price hikes" due to U.S. tariffs.

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The Pixel 10, as well as the Pixel 10 Pro and Pixel 10 Pro XL, will be available later this month, with the Pixel 10 Pro Fold slated to ship in Oct.. All new Pixel phones are equipped with Google’s latest mobile processor, Tensor G5.

For the first time, they feature Pixelsnap, a magnetic charging technology reminiscent of Apple's MagSafe functionality. Google unveiled a series of Pixelsnap chargers, cases, and phone stands to accompany the launch.

New versions of the Pixel Watch 4 smartwatch and the cheaper Pixel Buds 2a wireless earbuds were also announced. The Pixel Buds Pro 2 did not receive an update beyond a new colour and upcoming device-specific software upgrades.

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Google's annual hardware event traditionally showcases the potential of Android to device makers and software developers, a strategic component against Apple’s operating system. Despite Android underlying over 80% of worldwide smartphones, Google's Pixel line generates only a fraction of sales compared to other firms selling Android-powered phones, such as Samsung and Xiaomi. Analysts suggest this year’s event aimed to broaden Pixel’s appeal beyond its traditional base, marking a significant marketing push. Google’s AI push has not yet translated to a material improvement in market share. For the second quarter, Google held 1.1% of the worldwide smartphone market, an increase from 0.9% one year ago, according to IDC.

In the United States, Pixel’s biggest market in terms of shipments, its share slid to 4.3% from 4.5% during that same period. Google has so far limited its focus to the high-end market, with nearly three-quarters of Pixel shipments occurring in the United States, Japan, and the UK. The company announced it would begin selling Pixel devices in Mexico for the first time. Analysts told Reuters that Google’s limited geographical presence with Pixel has inhibited its ability to amass market share. Carolina Milanesi, an analyst at Creative Strategies, stated, "Last year there was such a jump in the hardware, from a design and feature perspective... This feels more like a big push from a marketing perspective."

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• Google's new Pixel smartphone lineup prioritises artificial intelligence integration over significant hardware upgrades.

• New AI features include a camera "coach," a proactive assistant, and real-time call translation, powered by Google's Gemini AI model.

• Despite modest hardware changes, prices for the new Pixel phones, starting at USD 799, remained flat.

Source: REUTERS