With a simple caption of “Google Pixel 10: Soon”, the competitive tension ahead of August’s “Made By Google” launch event has been elevated. In addition, Google has also leaned into the competition to highlight why customers might be better off buying the upcoming Pixel 10 and Pixel 10 Pro smartphones:
The Pixel 10 Pro Challenge
To paraphrase Wikipedia: Diss Track; a song whose primary purpose is to verbally attack someone else, usually another artist. Diss tracks are often the result of an existing, escalating feud between the two people.
It’s hard not to think that Google’s latest teaser video of the Pixel 10 family doesn’t fall under this classic definition. While it holds short of naming the ‘new phone with a feature coming soon, that has been coming soon for a full year’, there’s no manufacturer other than Apple, no other smartphone other than the iPhone, that this could apply to.
Rather than who, the more interesting question is perhaps why, and why now?
The Pixel 10 Pro Builds on Today’s Strength
One reason may be the current state of the smartphone market. The Android platform, no matter the manufacturer, is significantly ahead of iOS and the iPhone. Artificial Intelligence can be found in numerous digital assistants; some are voice-based, others are on-device clients that help sift through information to offer better feedback and present options.
These are all heavily promoted and have unlocked many new features across all ranges. Pixel is no different, although it does have some advantages in being able to tap directly into Google’s AI services.
It also pushes the other side of the OS coin. The competition, Apple, is not delivering the same experience as Android. The buzz around artificial intelligence is not going away, and if all of that buzz can be focused on your own product and not the competition, that’s going to be a benefit both in the short and the long term.
The Competition Is Behind The Pixel 10 Pro
Tim Cook’s Apple is fully aware of this.
With previous technological leaps, the perception that Apple is late to the market but comes in with the right solution has been a strong market force in both the allure of Apple and framing its hardware at the apex.
This has not been the case with AI. The awkwardly backronymed Apple Intelligence will always be on the back foot when compared to Google’s approach due to a higher reliance of on-device processing and reducing a user’s digital footprint outside of their smartphone.
That’s a technical answer, and one that is relatively clear-cut with the geekerati, but it’s not as simple a sell to the general consumers. They see an Apple product that does not match the competition… and those who haven’t yet made the connection now have this latest video to nudge them towards Google’s framing of AI, rather than Apple.
Extending AI With Pixel 10 Pro
Google is setting the ground for its upcoming expansion of mobile artificial intelligence. Android 16 brings a raft of new features and will make its debut on the competitively priced Pixel 10 and Pixel 10 Pro smartphones… phones that Google has once again confirmed it will be launching on Aug. 20.
Not only will the Pixel 10 family show off the new version of Android to the public, but it will also bring with it Google’s own first-party apps and services that are unique to Google. These will, as in previous years, offer significant support to users through AI.
Waiting For The Pixel 10 Pro
In this latest video, Google has stated it is in the lead with AI, its competition has failed to deliver, and it is ready to provide more AI with the new Pixel 10 and Pixel 10 Pro smartphones.
Now to see how it delivers on those claims at the end of the month.
Read the latest Pixel 10 Pro decisions made by Google…
