Google is shaking things up this year by hosting its Made By Google event in August instead of the usual mid-fall timeframe. This move allows Google to announce its latest flagship, the Pixel 9, ahead of Apple’s iPhone 16, which is set for a September announcement. While Google has not given a specific reason for the change, it may be due to the upcoming presidential election and the noise that surrounds it. Additionally, Google likely has a lot to discuss regarding its Gemini project and the new devices that will debut with key new generative AI features.
One tradition that Google has maintained this year is the pre-event device reveal. This has proven to be an effective way for Google to generate excitement during the summer when consumer electronics news tends to slow down. Earlier this week, Google showcased two new devices: the Pixel 9 Pro and the Pixel 9 Fold, both of which are premium entries in the Pixel line.
These new devices are being marketed as “phones built for the Gemini era,” aligning with Google’s focus on AI-themed technology. Gemini was a prominent topic at Google I/O in May, where the company laid the groundwork for its AI ambitions. Google made a deliberate effort to separate its consumer hardware offerings from the developer conference by announcing the budget-focused Pixel 8a before the event. Interestingly, the most intriguing consumer-facing Android AI feature this year debuted on Samsung’s Galaxy S24, not a Pixel device.
While Apple also made strides in AI with its Apple Intelligence launch at WWDC in June, it doesn’t have the same generative AI capabilities as Google or OpenAI. As a result, Apple has entered into partnerships with both companies. Apple’s approach to AI is focused on performing tasks on-device as much as possible, and Google is moving in that direction with its Gemini Nano, a smaller model that was introduced on Pixel 8 devices last month.
In recent years, Google has expressed its desire to elevate the Pixel line beyond its secondary position in the Android market. The company has been developing its own mobile chips and investing heavily in the Gemini project. This could be the moment when the Pixel line finally breaks away and establishes itself as a leading Android device.
The Pixel 9 Pro and Pixel 9 Pro Fold were teased in videos released by Google. The videos prominently featured Gemini, with the devices taking a backseat. The Pixel 9 Pro features a camera bar that is integrated into the design, while the Pixel 9 Pro Fold has an off-center foldable screen and stacked lenses.
Google’s decision to name the foldable device “Pixel 9 Pro Fold” suggests that it will be more closely integrated into the base Pixel line. It may even become the true premium device in the lineup. Despite a $100 price increase with last year’s Pixel 8 release, Google’s Pixel line has remained more affordable than competitors like Samsung and Apple. The first Pixel Fold had a hefty price tag of $1,799, but the starting price has since come down to $1,300.
At the upcoming event, Google is expected to announce four Pixel devices: the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and Pixel 9 Pro Premium. These devices will feature Google’s latest in-house chip, the Tensor G4, and will run on Android 15.
Speaking of Android, the latest beta version of Android 14 was recently released, with the final release set for the August 13 event. Android 15, code-named “Vanilla Ice Cream,” will bring new features and UI tweaks, including improved multitasking, satellite connectivity, on-device incognito mode called Private Space, and an improved Doze mode for better battery life.
The fate of Google Assistant has been a topic of discussion in recent Gemini updates. While Google wants its GenAI to take over Android’s tasks, it remains to be seen if Assistant will be replaced or reinforced, similar to Apple’s approach with Siri. Currently, users can choose to rely on Gemini as their primary assistant, but Google has not replaced Assistant outright.
In previous years’ Made By Google events, Assistant played a more central role due to the inclusion of Google Home/Nest announcements. However, as the excitement around smart home devices has diminished, Google has shifted its focus. The arrival of Gemini could revitalize the smart home space and bring new life to it.
Finally, Google’s interest in wearables has remained strong since its acquisition of Fitbit in 2020. The Pixel Watch 3 and Pixel Buds Pro 2 are expected to receive stage time at the August 13 event.
Overall, Google’s Made By Google event on August 13 promises to be an exciting showcase of new devices, AI advancements, and the latest version of Android. Stay tuned for more information as the event approaches.