Google’s latest Made by Google event felt less like a hardcore product launch and more like a bid to reframe phones as vehicles for agentic AI.
The company downplayed deep technical briefings in favor of a conversational, talk‑show style presentation—Jimmy Fallon interviewing Rick Osterloh and influencers—which left the intended audience ambiguous. The tone skewed consumer-friendly, but the breadth of AI capabilities also made the announcements relevant to power users and enterprise watchers.
Strategically, Google clearly aimed to woo smartphone switchers—especially iPhone users—by tackling migration pain points and highlighting differentiated AI services.
New Google products
At the core of the rollout was a shift: hardware is now presented chiefly as the delivery mechanism for Gemini‑powered, on‑device AI. Google unveiled six products—the Pixel 10 trio (($799 Pixel 10, $999 10 Pro, $1,199 10 Pro XL), Pixel 10 Fold ($1,799), Pixel Watch 4 ($349+), and Pixel Buds 2a ($229)—and repeatedly tied each to Gemini’s capabilities.
The emphasis was on vertically integrated AI experiences that leverage on-device models to deliver contextual, personalised assistance across communications, imaging and device interactions. Hardware improvements—Tensor G5, a 5x telephoto, durability upgrades—were framed in service of better on‑device model execution rather than as standalone selling points.
Google showcased a compelling suite of AI agents designed to simplify everyday tasks via permissioned access to user data. Highlights included Magic Cue, surfacing contextual information across Gmail, Calendar, Contacts and other apps; Camera Coach for compositional and technical photography guidance; voice translation that preserves individual voice characteristics; and natural‑language image editing in Photos. Many agents run on‑device, promising responsiveness and greater privacy control—key selling points as Google chases iPhone switchers.
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But significant privacy and authenticity questions remain. Pixel camera features use diffusion‑based generative models to enhance zoomed detail, and Google flags AI‑altered images with C2PA content credentials. The blending of captured imagery with generative edits introduces regulatory and trust risks around provenance and disclosure that Google will need to manage carefully. Positioning most agents to run locally, plus explicit authorisation flows, mirrors privacy plays from competitors and signals the company’s awareness of consumer expectations.
Commercially, Google deployed a clear go‑to‑market playbook: bundle AI experiences with devices and subscriptions to accelerate adoption. Select Pixels come with a free year of Google’s AI Pro service ($19.99/month), Pixel Buds Pro2 get Gemini Live, and carriers like Verizon are offering bundled access to Google One AI Premium. Google One’s AI‑inclusive subscription reached 150 million users by May 2025—up 50% year‑over‑year—underscoring the strategy’s momentum.
The Pixel line itself is no afterthought. The Tensor G5 NPU, camera hardware, and seven‑year software/security commitment bolster the platform’s long‑term credibility. The Pixel Watch 4 stands out with a market‑first: standalone satellite messaging for emergencies without a phone tether—free for two years in the US on LTE models—alongside improved displays, GPS, battery and on‑device health coaching.
Bottom line: Google’s event signaled a deliberate pivot to sell AI experiences, not just devices. The strategy—vertical integration of models, on‑device processing, subscription bundling and carrier partnerships—positions Google to scale Gemini across form factors, but success will hinge on managing privacy, provenance and trust as generative AI becomes central to user experiences.
