Update, Sunday July 27, 2025: This article has been updated with additional details regarding the new chipset of the Pixel 10. As Google gears up for the announcement of the Pixel 10 and Pixel 10 Pro in late August, significant questions surrounding the pricing of these new handsets have emerged. In an industry where flagship smartphones from brands like Apple and Samsung frequently exceed four-figure prices, how will Google's pricing strategies measure up?
The pricing for the Pixel 10 models in Europe has been revealed, showing consistency with the pricing of the previous Pixel 9 family. The Pixel 10 starts at €899 for the 128 GB variant, while the Pixel 10 Pro is priced at €1,099 for the same storage capacity. The Pixel 10 Pro XL begins at €1,299 for a 256 GB option, eliminating the 128 GB choice altogether. Additionally, the new Pixel 10 Pro Fold starts at €1,899 for 256 GB. Notably, both the Pro XL and Pro Fold, positioned at the high end of the lineup, do not feature a 128 GB option, although it remains possible that this variant might be available through specific channels, such as the Google Store or as network exclusives. Further clarity will be provided during the upcoming Made By Google launch event scheduled for August 20.
By maintaining a similar price structure to that of 2024, Google provides insight into its broader strategy for addressing both the consumer market and its Android partners. The consistency in pricing reflects a steady approach, which is further mirrored by the incremental design updates from the Pixel 9 to the Pixel 10. This strategy indicates Google's confidence in the competitive smartphone landscape. While new features are anticipated in the hardware and software, the overall value proposition remains unchanged, allowing Google to maintain its pricing without sacrificing perceived value.
An interesting dynamic exists for price-conscious consumers. With each model starting at a lower price point, upgrading to a model with increased storage capacity feels like a sensible investment. This pricing strategy effectively positions the Pixel lineup as more accessible compared to entry-level pricing of iPhones and Galaxy devices, thus appealing to value-driven customers.
As reported by 9to5Google’s Ben Schoon, the Pixel 10 family is expected to introduce several enhancements that culminate in an evolutionary upgrade in hardware. Notably, the chipset design introduced with the Pixel 6 has been refined over the years. The Tensor Mobile chipsets prioritize smooth user experiences and efficiency rather than sheer power. While the Pixel 8 saw the introduction of dedicated AI hardware in its third-generation Tensor chipsets, these chips have sometimes been criticized for generating excess heat and not achieving the performance benchmarks set by equivalent Snapdragon chipsets.
The upcoming Pixel 10 is anticipated to address these concerns, especially with the transition from Samsung Foundry to TSMC, which is expected to enhance efficiency, improve performance over last year's model, and result in a cooler-running chipset.
The pricing for the Pixel 10 Pro and its siblings reflects familiarity, as Google continues to deliver a flagship experience at a perceived lower price compared to its competitors. This strategic pricing may indicate that the true value of the Pixel family lies in its software and subscription services, such as Google One and Google Gemini.
