Why Did Google Choose to Unveil the Pixel 9 Earlier Than Usual?

News Desk 

Islamabad: Google has unveiled its new Pixel smartphones, including the Pixel 9 with a 6.3-inch display starting at $799, earlier than usual this year. 

The announcement, made at Alphabet’s Bay View campus in Mountain View, California, diverges from Google’s typical fall release schedule for flagship Pixel models, which debuted in October 2016.

This early launch aligns with Google’s strategy to compete with rivals integrating AI features into their products, especially ahead of Apple’s upcoming iPhone release in September.

Apple recently announced its latest iPhones will include “Apple Intelligence,” featuring generative AI capabilities within native apps and integration with ChatGPT, developed by Microsoft-backed OpenAI.

IDC analyst Linn Huang notes that Google needed to act swiftly amidst a surge of AI announcements.

The new Pixel models introduce AI features such as a function that allows users to search information from screenshots and the Gemini chatbot, which can now overlay on other apps to answer questions or generate content.

Rick Osterloh, Google’s senior vice president of devices and services, highlighted the real-world usefulness of these new features, declaring, “We’re fully in the Gemini era.” 

Live demonstrations included a voice conversation feature, although using Gemini for tasks like cross-referencing a concert poster with a calendar app faced some challenges.

The base Pixel 9 starts at $799, a $100 increase from the previous model, with both the Pixel 9 and the larger 6.8-inch Pixel 9 Pro XL shipping later in August.

The Pixel 9 Pro, with enhanced camera capabilities, and the foldable Pixel 9 Pro Fold will be available in September. Preorders began on Tuesday.

As of Q2 2024, Google holds less than 1 percent of the global smartphone market share, lagging behind Samsung’s 18.9 percent and Apple’s 15.8 percent, partly due to its focus on high-end segments and fewer market entries. 

In the US, Google has a 4.5 percent market share, making it the fourth-largest smartphone maker.

The Pixel line showcases Google’s advancements and supports the Android developer ecosystem. In May, Google also updated its core products and introduced new devices, including the Pixel Watch 3 and Pixel Buds Pro 2 wireless earbuds.

The Pixel Watch now features a “Loss of Pulse” function that can detect if a user’s heart has stopped and alert emergency services, available in the UK and the EU.

Additionally, Google and Peloton announced a partnership that grants Google Fitbit Premium subscribers access to Peloton’s training class library.