Google is gearing up for its highly anticipated “Made By Google” event, scheduled for August 20. This event will mark the official launch of the innovative Pixel 10 and Pixel 10 Pro smartphones. Not only will Google unveil its latest hardware, but it will also implement competitive pricing strategies aimed at enhancing its market share in both retail sales and the critical AI services sector.
Recent insights from retailers across Europe, the US, and Canada suggest that Google will maintain the pricing structure previously established with the Pixel 9 series. The pricing for the new models is as follows: the Pixel 10 will start at $799 for the 128 GB variant, while the Pixel 10 Pro is set to begin at $999. For those looking for more storage, the Pixel 10 Pro XL will be available at $1,199 for the 256 GB model, and the Pixel 10 Pro Fold will retail for $1,799 for the same storage capacity.
In the competitive smartphone landscape, the obvious rival for Google’s Pixel 10 Pro will be Apple’s upcoming iPhone 17 Pro. Set to launch in the second week of September, the iPhone 17 series is expected to see a price increase of approximately $50 across all models. However, Apple aims to counterbalance this by upgrading its base storage from 128 GB to 256 GB, a change that may only be noticed by discerning consumers who examine the specifications closely.
Similar to Apple’s pricing strategy, Google has also opted for a consistent storage offering in its lineup. While the previous Pixel 9 Pro XL featured a 128 GB option, the new Pixel 10 Pro XL will begin with 256 GB of storage. This aligns with the previous model's offering but creates a perception of a price increase. In doing so, Google has effectively structured its pricing ladder from $799 to $999 and then to $1,199 for the traditional candybar phones.
One significant advantage that Google holds over its competitors, particularly Apple, is the strength of its AI capabilities on the Android platform. While Apple has faced challenges with its AI developments, often referred to as Apple Intelligence, Android manufacturers have effectively utilized Google's foundational offerings and enhanced them with their own innovations. Google plans to roll out numerous updates to its Android applications, integrating new AI features that will position the Pixel family ahead of Apple, especially with the anticipated arrival of iOS 26 and the iPhone 17 models.
As the launch approaches, it will be fascinating to observe how much additional value Google will bring to the Pixel lineup. Historically, the company has bundled trial periods of its premier AI subscription services with each device sold. By maintaining competitive pricing while simultaneously providing enhanced software features, Google is poised to attract consumers even as its rivals increase their prices. This strategic move comes at a time when Apple is exhibiting unexpected weaknesses in the iOS platform, presenting Google with an opportune moment to leverage its advantages.
