Google's next big hardware event is scheduled for August 13 at 10am PTThat's about a two-month head start on the Made By Google event, which has traditionally been held in mid-autumn. Also, notably, the company will announce its latest flagship, the Pixel 9, before the iPhone 16. Apple's latest is expected to be announced in September.
Google hasn't given any justification for the change. Perhaps things are just too loud less than a month before what has already become the strangest presidential election in modern US history. The company also no doubt has plenty to argue about on the topic. Gemini The new devices will almost certainly debut key new generative AI features before the rest of the Android field.
One tradition Google has kept up this year is unveiling devices ahead of the event. This action inevitably takes some of the oxygen out of the room before the big event, but it has proven to be an effective way to generate excitement during the summer stagnation of the consumer electronics market. Earlier this week, Google showed off two new devices: the Pixel 9 Pro and Pixel 9 Fold, the most premium products in the lineup.
Phones designed for the “Gemini era”
Both carry the tagline “A (foldable) phone built for the Gemini era,” setting the stage for the latest in a long line of AI-themed tech events. Gemini took center stage at Google I/O in May, though the developer-focused event saw a lot more news focused on laying the groundwork for the company's AI ambitions.
In fact, Google made a conscious attempt to distance its consumer hardware offerings from the developer conference, announcing the Budget-focused Pixel 8a days before the event. Notably, Android's most intriguing consumer AI feature this year didn't debut on any Pixel devices. Circle to Search arrived first Samsung's Galaxy S24 is coming back in January.
Apple made its own AI appearance at WWDC in June with the launch of Apple IntelligenceCupertino doesn't have the same generative AI power as Google or OpenAI, and that's precisely why it's opened up to… associations with both.
Apple's approach to the category is small scaleand that it works as well as possible on the device. Google has taken its own steps in that direction with Gemini NanoThe significantly smaller model came to Pixel 8 devices via a Feature release last month.
Over the past few years, Google has been clear in its ambitions to grow the Pixel line beyond its backseat position in the Android market. The company has been producing mobile chips in-house for several generations of devices. Coupled with all the R&D that’s been poured into Gemini, could this be the moment when the Pixel finally comes into its own?
Pixel 9 Pro and Pixel 9 Pro Fold
The Pixel 9 Pro was one of two teaser videos released by the company earlier this week. Unsurprisingly, Gemini got a lot more screen time than the hardware. Twenty of the video's 30 seconds are dedicated to asking GenAI to write a “breakup letter” for an old phone, in exchange for “something magical.”
That device is, as you might have guessed, the Pixel 9 Pro, which rotates 180 degrees to reveal the camera bar, thus ending all camera bars. Google has incorporated the camera bar into the Pixel's design language, but this pronounced visor is enough to make it look like a Cyclops blush. The bar no longer runs the entire length of the back of the device, but the camera bump now protrudes at a steeper angle.
The video of Google's latest foldable device is virtually identical, though here the screen opens to reveal the words “Oh, hello, AI” before closing to reveal the back of the device. The design language of the camera bump is similar, though the foldable's is off-center and features stacked lenses.
Google’s decision to go with the “Pixel 9 Pro Fold” instead of, say, the Pixel Fold 2 seems to signal a deeper integration into the entry-level Pixel line. The company may ultimately choose to position the Pro Fold as the true premium device in the line. Even with the $100 price increase that came with the launch of last year’s Pixel 8, the line has outperformed brands like Samsung and Apple.
The company finally threw caution to the winds with the first Pixel Fold, which arrived last summer with a price tag of $1,799. However, the starting price has dropped significantly since then. You can get one directly from Google for $1,300. However, we recommend waiting a few weeks to see what Made by Google has in store.
Google is expected to announce four Pixel devices: the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and Pixel 9 Pro Premium. All devices are expected to feature the company's latest in-house chip, the Tensor G4, and run Android 15.
Android 15
The latest Android 14 beta (beta 4) was released last week. While I/O Some features were previewedYou'll have to wait until the August 13 event for its final release. Codenamed “Vanilla Ice Cream” (those delicious dessert names are still used internally), the latest version of the mobile OS will bring new features and UI tweaks.
Notable features already announced include improved multitasking and satellite connectivity. Private Space, meanwhile, is a sort of incognito mode on the device, which incorporates additional authentication requirements for sensitive information. An improved Doze mode, meanwhile, should improve the device's battery life.
What about the Assistant?
The question of Google Assistant’s fate has been very much in the air over the last few Gemini updates. It’s clear that Google ultimately wants its in-house GenAI to take over Android’s most pressing tasks, but whether that means replacing Assistant outright or beefing it up as Apple has done remains to be seen. with Siri.
Currently, users can rely on Gemini as their primary assistant if they choose, though Google ultimately did the right thing and refrained from replacing the Assistant entirely.
The assistant played a more central role at Made by Google events in previous years, due to the inclusion of Google Home/Nest announcements. However, as the excitement around smart home devices has faded, the company has slowed down. Perhaps the arrival of Gemini can breathe some much-needed life back into this space.
The Pixel Watch 3 and Pixel Buds Pro 2
The smart home category may have cooled off, but Google has been pretty bullish on wearables since their launch. Fitbit Acquisition in 2020The Pixel Watch 3 looks set to have some of the spotlight at the August 13 event. The same goes for the Pixel Buds Pro 2.
Made by Google starts at 10am PT on August 13. Stay tuned for more information.
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