Thought Leadership
Google’s Pixel phones have played a minor role in the smartphone market so far. The tech giant now wants to pressure competitors like Apple with the new Google Pixel 10 series, packed with AI features.
Shortly before the expected launch of new iPhones, Google is challenging rival Apple with an artificial intelligence offensive. The new Pixel 10 model series relies on artificial intelligence functions such as translations for phone calls and the “Camera Coach”, which makes suggestions for photo composition.
The more expensive Pro models in the Pixel 10 series integrate generative AI directly into the camera, enhancing image quality at high zoom levels through AI processing. Google also plans to provide health recommendations through its new Pixel Watch under the Fitbit brand it acquired.
Targeting Apple’s weakness
Apple has struggled with artificial intelligence implementation. The iPhone maker had to postpone a new version of its Siri assistant software until next year—software that was supposed to be much more useful in daily life through access to various user data.
Meanwhile, Google is deeply integrating its Gemini AI software into both its own Pixel devices and smartphones from other manufacturers running Android, which Google also developed. In contrast, Apple has only introduced individual AI features in recent years, primarily for photos and text editing.
Telephoto lens for all versions
In another competitive move, Google added a telephoto camera to the Pixel 10’s entry-level model—a feature often missing in this price range. Previously, Google treated Pixel phones primarily as showcase devices designed to demonstrate Android’s capabilities. Market share for earlier models remained low, partly because Google couldn’t risk alienating its Android partners.
The Pixel 10 Pro Fold, which unfolds into a compact tablet, takes advantage of additional screen space for photography. The display shows both the camera viewfinder and a gallery of recent photos simultaneously. It’s also the first folding phone in Google’s lineup to offer enhanced dust protection.
dpa
