Google on Wednesday announced its new Pixel 10 line of smartphones, placing its advanced Gemini artificial intelligence assistant at the core of the user experience as the tech giant competes with rivals in the AI space. The launch comes just weeks before Apple is expected to reveal its new iPhone models in September.
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The new series heavily emphasizes AI-driven smart tasks, with Google showcasing features designed to anticipate user needs. The company’s new “Magic Cue” feature can intelligently surface relevant information, such as pulling up flight details as soon as a user dials an airline. Another key feature, Gemini Live, allows for real-time conversational chat about what the phone’s camera is seeing, while a new “Camera Coach” offers AI-powered suggestions for taking better photos.
The Pixel 10 family includes several models with a range of prices:
- The baseline Pixel 10 starts at $799.
- The more powerful Pixel 10 Pro starts at $999.
- The larger Pixel 10 Pro XL starts at $1,199.
- An updated foldable model, the Pixel 10 Pro Fold, starts at $1,799.
Google is positioning its AI capabilities as a key advantage over Apple, whose Gemini models are considered by critics to be more advanced than Apple Intelligence. Apple recently delayed a significant update to its Siri assistant until 2026, an opening Google has highlighted in recent ads for the Pixel.
The company also updated its foldable phone, the Pixel 10 Pro Fold, which now features the largest inner display in its class at 8 inches and a more durable hinge designed to last over 10 years.
Despite the push, there have been few signs that AI has become a primary driver of smartphone sales, and no major manufacturer has reported a significant boost from these features. However, analysts believe that Google could eventually develop a “killer” AI feature that begins to attract users from Apple’s large installed base.
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