Google is preparing for the annual "Made by Google" event on August 20, where the company will officially introduce the new Pixel 10 generation, including: Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL and Pixel 10 Pro Fold.
This is considered a strategic step to compete directly with Apple's iPhone 17 series, expected to launch in September, according to hindustantimes.
According to Forbes, information from major retailers in the US, Canada and Europe shows that Google will keep prices the same as the Pixel 9 series last year.
Specifically, Pixel 10 is expected to start at $799 for the 128 GB version, Pixel 10 Pro at $99, Pixel 10 Pro XL at $1,199 for the 256 GB version, and Pixel 10 Pro Fold at $1,799 for the 256 GB version. Maintaining prices is said to enhance competitiveness not only in hardware but also in integrated AI services.
Notably, Google also increased the basic storage capacity on the Pixel 10 Pro XL from 128 GB (in the previous generation) to 256 GB. Although it brings more storage space, this change means the lower price version is eliminated, making the price range between models more noticeable: 799 USD, 999 USD and 1,199 USD.
On the competitor side, Apple plans to increase the price of iPhone 17 by 50 USD, while increasing the basic capacity from 128 GB to 256 GB. However, observers say that users may not pay much attention to this detail when considering buying a device.
According to international technology news site TechRadar, the Pixel 10 Pro Fold model alone, Google's high-end foldable screen device, is likely to be delayed in launch. This could make the remaining three Pixel 10 models the focus of this year's new product portfolio.
In addition to hardware, the biggest focus of this year's "Made by Google" event is still artificial intelligence.
The Pixel 10 will benefit from Google's Gemini AI platform, which promises to bring a smarter, more personalized experience and tightly integrate with Android.
Meanwhile, Apple also launched " Apple Intelligence" for the iPhone, but experts say that Google's AI ecosystem is now more complete, giving the company an advantage in the new technology race.
With a strategy of holding prices steady, upgrading memory and boosting AI, Pixel 10 is expected to give Google a boost in the year-end shopping season, especially as the race with the iPhone 17 heats up.
