Google’s Pixel 10 Pro Pricing Hides Its Subtle Influence

Pixel 9 lifestyle image

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The upcoming “Made By Google” event on Aug. 20 will see the launch of the Pixel 10 and Pixel 10 Pro families. Recent leaks point to an aggressive pricing strategy that consumers will welcome. Yet Google can extract more value out of the Pixel 10 family than the sticker price.

Pixel 10 And Pixel 10 Pro Pricing

First up, the current expectation for US prices: The four main models will be priced similarly to the Pixel 9 family. Specifically, the Pixel 10 will start at $799 for the 128 GB model, the Pixel 10 Pro starts at $999, the Pixel 10 Pro XL at $1,199 for 256 GB and the Pixel 10 Pro Fold at $1,799 for 256 GB.

Samsung bumped up the prices of the Galaxy Z Fold 7 over the Z Fold 6, and Apple is expected to do the same with the various iPhone 17 Pro models compared to last year’s 16 Pro portfolio.

Google has decided to stick with the pricing. This will make the new handsets look more attractive to consumers in a head-to-head comparison with the competition. It also offers a certain level of convenience for those looking at the year-on-year evolution.

Yet Google can find more value in the package, value that looks to have been passed on to the consumer

Pixel 10 Pro BLOCK OF THREE

First of all, the Pixel 10 family can shape the smartphone market. The obvious point here is the aforementioned price point. With the Pixel 10 family staying at the lower price point, it pushed other manufacturers to keep their similarly specced handsets at the same level if they want to continue looking competitive.

Then you have the tone it sets for the hardware that Google would like to see at each price point. The user experience of the Pixel 10 is set to be enhanced with the addition of a third lens in the main camera. The ‘base model’ of premium brands has typically launched with two lenses; Google is clearly looking to redefine that part of the spec sheet through the Pixel 10 and leverage it across the Android ecosystem.

That will benefit Android as a whole, and anything that benefits Android benefits Google.

Finally, you have AI, and this is perhaps the most tangible benefit for Google. Artificial intelligence is one of the key features reshaping not just smartphones but the entire digital ecosystem. Google has been leaning heavily into its AI-powered assistant, Gemini, while it continues to add more AI-based features into its own software stack and Android.

Again, this adoption pushes the market towards Google’s vision of artificial intelligence on a mobile device. By having a first-mover advantage and establishing this as the way forward, it makes it harder for other platforms and manufacturers, such as Apple’s Intelligence on the iPhone.

As for the tangible, to make the best use of Gemini and Google’s AI suite involves a subscription to Google AI Pro or Google AI Ultra. Trial memberships to these services are available with the purchase of a Pixel device, creating an easy on-ramp to an ongoing subscription, which in turn pulls the consumer even closer into Google’s cloud system while pushing back others.

The Google Advantage In The Pixel 10 And Pixel 10 Pro

The Pixel 10 and Pixel 10 Pro will undoubtedly garner critical acclaim and continue the commercial success of the previous Pixel handsets. Additionally, Google will use these handsets to maintain premium pricing across the smartphone market, promote an increase in specifications at each price point, and bring more users into Google’s vision and implementation of artificial intelligence.

Google is expected to launch the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold on Aug. 20, with retail sales to follow the following week.

Now read the latest Pixel 10 Pro, Samsung Galaxy, and Android headlines in Forbes’ weekly smartphone news digest…