Google emphasises AI in new smartphones, modest upgrades

In Short:
– Google launched new Pixel smartphones focusing on AI, not hardware upgrades, at the “Made by Google” event.
– Pixel’s market share is low despite Android’s dominance, with plans to expand into the Mexican market.

Alphabet’s Google launched new Pixel smartphones, focusing on AI integration rather than significant hardware upgrades. According to Reuters, the announcement occurred at the “Made by Google” event in Brooklyn, featuring celebrities like Jimmy Fallon to highlight practical applications of AI.

AI enhancements include a photography assistant and automation features for displaying relevant information. Rick Osterloh, Google’s VP of devices, emphasised their commitment to developing an advanced AI assistant while hardware updates, like a new telephoto lens, were less impactful this year. The Pixel devices start at $799, maintaining prices despite tariff-related fears.

Market Share Challenges

Although Google controls over 80% of the smartphone OS market with Android, its Pixel series holds only 1.1% of global sales. Recently, Pixel’s US market share dipped to 4.3%, signalling ongoing challenges. Analysts noted the launch aims to broaden Pixel’s appeal, with plans to enter the Mexican market, critical for future growth. Google aims to expand its product reach, including smartwatches and earbuds, while retaining innovative features like the latest Tensor G5 processor.