Google’s Winning Trait Hiding Inside The New Pixel 10 Pro

2024 saw the Pixel 9 family announced on Aug 13, with a release of Aug. 22 for the Pixel 9 and Pixel 9 Pro XL (the Pixel 9 Pro followed two weeks later on Sept. 4). While there’s no specific date announced, it’s widely believed that the upcoming Pixel 10 family will follow a similar patter.

What are the advantages of a mid-August launch of the Pixel family?

The Pixel 10 Will Set The Story

The Pixel 9 family will not be the only major launch in the middle of Q3—Samsung’s Galaxy Z Fold 7 and Z Flip 7 are expected to launch a touch earlier in July—but it will be seen as the first launch of the smartphones that will populate the back half of 2025. As such, it’s the phone can set the storyline for the rest of the year.

How does a phone from another manufacturer compare to an equivalent Pixel? That will be the starting point for many consumers and critics. Just being mentioned and considered in every purchase decision has been crucial to the success of the Pixel family, especially since its renewal with the Pixel 6 in 2021.

The Pixel 10 Will Launch A New Approach To Android

With Android 16 in its final public stages of testing, it is on course to ship with the Pixel 10 family, debuting not only the software but the new design of the user interface. The third iteration of the Material UI will bring a new look to the Android platform; while manufacturers will add their own skins and interfaces, these will be on top of Material 3. What does a phone screen look like in 2025? Google is about to redefine that for the whole ecosystem.

The Pixel 10 Will Change AI On Smartphones…Again

Perhaps the most significant impact that the Pixel 10 family will bring to market is its approach to generative artificial intelligence. Google went ‘all-in’ with AI with the launch of the Pixel 8 in 2023. At that point, generative AI was on the horizon, but nobody was quite sure what form the disruption would be in the mobile space.

With the Pixel 8, Google effectively said, “we’re going this way, follow us.” And the market did. There may be various branding names across the Android ecosystem, but the fundamental capabilities laid out during 2023’s “Made By Google” event remain the foundation of generative AI in 2025. The Pixel 10 will drive that same foundation into 2026.

The impact of Google’s decisions can be best seen in the iPhone. The awkwardly backronymed Apple Intelligence debuted in June 2024, some eight months after the launch of the Pixel 8, with a similar mix of photo manipulation, text generation and summaries, and personal assistant support. Yet consumers did not see the first software updates arrive until Sept. 2024 (eleven months behind Google), and as of writing, Apple has yet to match the capabilities of Android’s AI platforms from 2023 in 2025.

In running early and announcing loudly, Google set the terms of the AI debate for others to be measured against. The iPhone continues to fall short. With another loud and early launch for the Pixel 10 family, Google will extend what AI is expected to do, to its favor.

The Pixel 10 Is More Than A Phone On Sale

While Google promotes and sells the Pixel 10, Pixel 10 Pro, Pixel 10 Prol XL, and Pixel 10 Pro Fold to customers, the handsets’ dual duty means that their ability to redefine the market each year is probably more important to Google than any sales they pick up.

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