Alphabet’s Google unveiled its latest Pixel smartphones and gadgets at the annual Made by Google event in New York, highlighting artificial intelligence as the centerpiece of its product ecosystem.
Unlike past events that focused on technical specifications, this year’s launch leaned heavily on mainstream appeal, featuring celebrities such as Jimmy Fallon and the Jonas Brothers to showcase real-world applications of AI.
Rick Osterloh, Google’s senior vice president of devices and services, called the company’s Gemini AI model “the real deal,” underscoring Google’s ambition to create a universal AI assistant.
AI-Driven Features
The Pixel 10 series introduces new AI capabilities, including a camera “coach” to help users take better photos, and proactive assistance that surfaces relevant information — such as flight details when calling an airline — without user prompts. Other integrations include real-time translation for phone calls, first previewed at Google I/O in May.
Hardware Updates
While external designs remain similar to last year’s models, upgrades include a telephoto lens on the base Pixel 10 and magnetic charging technology called Pixelsnap, echoing Apple’s MagSafe. Prices remain unchanged at $799 for the base Pixel 10 and $1,799 for the foldable Pixel 10 Pro Fold. All models are powered by Google’s new Tensor G5 processor.
The company also launched the Pixel Watch 4, budget-friendly Pixel Buds 2a, and new Pixelsnap accessories.
Market Expansion and Challenges
Despite Android’s dominance — powering over 80% of global smartphones — Pixel sales remain modest, with just 1.1% global market share in Q2 2025, according to IDC. In the U.S., its share slipped to 4.3% from 4.5% last year. Analysts said the event reflected a stronger marketing push aimed at broadening Pixel’s consumer base.
Google announced that Pixel devices will be sold in Mexico for the first time, signaling a potential expansion beyond its core markets of the U.S., Japan, and the UK, which account for nearly three-quarters of shipments.
The Pixel 10, 10 Pro, and 10 Pro XL will be available later this month, while the Pixel 10 Pro Fold is set to ship in October.
