Google on Wednesday unveiled a new line-up of Pixel smartphones injected with another dose of artificial intelligence that’s designed to do everything from fetch vital information stored on the devices to help improve photos as they’re being taken.
The AI expansion on the four Pixel 10 models amplifies Google’s efforts to broaden the use of a technology that is already starting to reshape society. At the same time, Google is taking a swipe at Apple’s Achilles’ heel on the iPhone.
Apple so far has only been able to introduce a few basic AI features on the iPhone while failing to deliver on last year’s promise to deliver a more conversational and versatile version of its often-blundering virtual assistant Siri.
Without mentioning the iPhone by name, Google has already been mocking Apple’s missteps in online ads promoting the four new Pixel models as smartphones loaded with AI technology that consumers won’t have to wait for more than a year to arrive.
Google, in contrast, has been steadily increasing the amount of AI that it began to implant on its Pixels since 2023, with this year’s models taking it to another level.
Taking advantage of a more advanced processor, Google is introducing a new AI feature on the Pixel 10 phones called “Magic Cue” that’s designed to serve as a digital mind reader that automatically fetches information stored on the devices and displays the data at the time it’s needed. For instance, if a Pixel 10 user is calling up an airline, Magic Cue is supposed to instantaneously recognize the phone number and display the flight information if it’s in Gmail or a Google Calendar.
The Pixel 10 phones will also come with a preview feature of a new AI tool called “Camera Coach” that will automatically suggest the best framing and lighting angle as the lens is being aimed at a subject. Camera Coach will also recommend the best lens mode to use for an optimal picture.
The premium models — Pixel 10 Pro and Pixel 10 Pro XL — will also include a “Super Res” option that deploys a grab bag of software and AI tricks to zoom up to 100 times the resolution to capture the details of objects located miles away from the camera. The AI wizardry could happen without users even realizing it’s happening, making it even more difficult to know whether an image captured in a photo reflects how things really looked at the time a picture was taken or was modified by technology.
Google is also offering a free one-year subscription to its AI Pro plan to anyone who buys the more expensive Pixel 10 Pro or Pixel 10 Pro XL models in hopes of hooking more people on the Gemini toolkit it has assembled to compete against OpenAI’s ChatGPT.
The prices on all four Pixel 10 models will remain unchanged from last year’s Pixel 9 generation, with the basic starting at $800 and the Pro selling for $1,000, the Pro XL at $1,200, and a foldable version at $1,800. All the Pixel 10s expect the foldable model will be in stores on August 28. The Pixel 10 Pro Fold will be available starting October 9.
Although the Pixel smartphone remains a Lilliputian next to the Gulliverian stature of the iPhone and Samsung’s Galaxy models, Google’s ongoing advances in AI while holding the line on its marquee devices raise the competitive stakes.
“In the age of AI, it is a true laboratory of innovation,” Forrester Research analyst Thomas Husson said of the Pixel.
Apple, in particular, will be facing more pressure than usual when it introduces the next-generation iPhone next month. Although the company has already said the smarter Siri won’t be ready until next year at the earliest, Apple will still be expected to show some progress in AI to demonstrate the iPhone is adapting to technology’s AI evolution rather than tilting toward gradual obsolescence. Clinging to a once-successful formula eventually sank the BlackBerry and its physical keyboard when the iPhone and its touch screen came along nearly 20 years ago.
Apple’s pricing of the next iPhone will also be under the spotlight, given that the devices are made in China and India — two of the prime targets in President Donald Trump’s trade war.
But Apple appeared to gain a reprieve from Trump’s most onerous threats earlier this month by adding another $100 billion on top of an earlier $500 billion investment pledge to the U.S. The tariff relief may enable Apple to minimize or even avoid price increases for the iPhone, just as Google has done with the Pixel 10 models.
Here’s everything that was announced at the Made by Google 2025 event.
Google’s next-gen foldable arrives with a dust-resistant design
Just like the slew of leaks predicted, Google’s Pixel 10 Pro Fold comes with an IP68 rating, making it the first foldable that’s dust-tight and protected against continuous submersion in water. Google also shrunk the bezels on the outside of the device, allowing for a slightly larger 6.4-inch cover display. The inner screen remains the same at 8 inches.
The 10 Pro Fold comes equipped with the company’s upgraded Tensor G5 processor, its first made with TSMC instead of Samsung. It also offers support for Qi2 wireless charging speeds of up to 15W, which I’ll go over in more detail later on.
The 10 Pro Fold starts at $1,799 and is available in silver and green. The new device will be available in stores a bit later than usual, on October 9th.
The Pixel 10 Pro gets a spec bump
The new Pixel 10 Pro and the larger XL variant haven’t changed much. They both look almost identical to their predecessors and come with the same 6.3-inch and 6.8-inch display sizes, along with an unchanged 16GB of RAM.
The major difference is that the 10 Pro and 10 Pro XL come with a Tensor G5 chip and support for Qi2 wireless charging — though only the 10 Pro XL supports Qi 2.2-certified speeds of up to 25W (the smaller 10 Pro is stuck at 15W). Google also removed the 128GB 10 Pro XL, leaving you with the options of 256GB, 512GB, or 1TB storage.
The 10 Pro starts at $999, while the 10 Pro XL has a slightly higher starting price of $1,119 because Google skipped the 128GB storage variant. Both phones are available for preorder today, with in-store availability starting on August 28th. They’re available in silver, green, white, and black.
Google adds a third camera to the base Pixel 10
For the first time, the base Pixel phone is getting a three-camera setup, just like its more premium sibling. The new cameras aren’t as good as the ones on the Pro-level models, as the Pixel 10 uses a smaller 48-megapixel main camera, a 13MP ultrawide sensor, and a 10.8MP telephoto lens. Those first two are actually downgrades compared to the Pixel 9.
Other key upgrades include support for Qi2 wireless charging speeds of up to 15W, the Tensor G5 chip, a slightly larger battery, and a higher peak brightness of up to 3,000 nits. The Pixel 10 starts at $799 and will be available for preorder before hitting store shelves on August 28th. It comes in indigo, light blue, bright green, and black.
Pixelsnap magnetic charging accessories make a splash
With the entire Pixel 10 lineup featuring wireless charging, Google has designed a bunch of new “Pixelsnap” accessories that support Qi2 magnetic charging. That includes a set of Qi2-compatible cases priced at $49.99, which match the colors of Google’s newest phones, along with a $39.99 wireless charging puck and a $69.99 Pixelsnap charger that doubles as a stand.
Additionally, Google revealed a $29.99 ring-style accessory that snaps to the back of your device, allowing you to use it as a way to prop up your phone. Google is launching a new dual-port 67W fast charger, as well.
The Pixel Watch 4 gets a brighter, curvier display
On top of its phone lineup, Google also took the wraps off its Pixel Watch 4. The new smartwatch comes with a bunch of notable upgrades, including a “domed” display that allows for 10 percent more visible screen space and 16 percent smaller bezels. The display’s brightness got a boost, too, with a 50 percent increase to 3,000 nits.
Google says the Watch 4 has a 25 percent longer battery life, allowing for 30 hours of use on the 41mm model and 40 hours on the 45mm version. The device starts at $349 for the 41mm Wi-Fi model and $449 for LTE, while the 45mm version starts at $399 for Wi-Fi-only and $499 with LTE. It will be available on October 9th.
Google’s Pixel Buds 2A come with more bells and whistles
Google’s budget-friendly Pixel Buds 2A cost $129.99, making them $30 more expensive than their predecessors. But the price increase comes with several upgrades, including Google’s Tensor A1 chip, a replaceable charging case battery, active noise cancellation, and support for Gemini AI.
The earbuds also offer transparency mode, which lets you hear the environment around you, along with AI-powered wind and background noise reductions during calls. The Buds 2A also offer seven hours of battery life with ANC turned on (or 10 hours when turned off).
The Buds 2A will be available in stores in black and purple on October 9th.
The Pixel Buds Pro 2 get an update, too
Even though Google set its focus on its latest and greatest devices, it didn’t forget about the Pixel Buds Pro 2 it released last year. These earbuds are getting a decent-sized update coming in September that will add Adaptive Audio, a new feature that automatically adjusts sounds to how loud your environment is, as well as Noise Protection, which will dampen sudden loud noises to help protect your hearing.
Other features on the way include the ability to nod or shake your head to answer or decline phone calls and respond to texts. They will also get a new feature that reduces background noise when using Gemini Live. Oh, and they come in a new silver color, as well.
AI features galore
Every device that Google showed today comes with some degree of AI, with its phones getting the vast majority of new features. That includes a new Magic Cue tool that can make proactive suggestions based on what you’re doing on your phone, such as surfacing an Airbnb listing if your friend asks for the address.
Google also put AI directly into the Pixel 10 Pro and 10 Pro XL’s cameras, allowing it to use the technology to refine the detail of zoomed-in photos. Pixel phones even offer an AI Camera Coach to help you improve your shots, as well as new AI journaling and translator apps. Meanwhile, on the Pixel Watch 4, Google added a new AI-powered health coach.