Google’s next big hardware event is scheduled for August 13 at 10 a.m. PT. This timing provides a roughly two-month head start for the Made By Google event, which has traditionally occurred in mid-fall. It also notably precedes the announcement of Apple’s latest flagship, the iPhone 16, set for September.
Google hasn’t provided a specific reason for the schedule change. It’s possible they want to avoid the noise of the approaching, highly unpredictable U.S. presidential election. The company also likely has significant updates to share about Gemini. The new devices are expected to introduce key new generative AI features ahead of other Android manufacturers.
One tradition Google has maintained this year is the pre-event device reveal. This strategy often reduces some excitement from the main event, but it has proven effective in generating interest during the typically slow summer months for consumer electronics. Earlier this week, Google showcased two new devices: the Pixel 9 Pro and the Pixel 9 Fold, the line’s most premium entries.
Phones Built for “the Gemini Era”
Both new devices carry the tagline “A (foldable) phone built for the Gemini era,” setting the stage for an AI-themed event. Gemini was prominently featured at Google I/O back in May, though that developer-focused event mainly laid the groundwork for Google’s AI ambitions.
Google has consciously separated its consumer hardware announcements from the developer conference, revealing the budget-focused Pixel 8a just days before I/O. Interestingly, the most intriguing consumer-facing Android AI feature this year, Circle to Search, debuted on Samsung’s Galaxy S24 in January.
Apple made its own AI headlines at WWDC in June with the introduction of Apple Intelligence. While Cupertino doesn’t match Google or OpenAI in generative AI capabilities, it has opened itself to partnerships with both.
Apple’s approach to AI is small-scale, focusing on performing as much as possible on-device. Google has taken steps in that direction with Gemini Nano, a significantly smaller model that arrived on Pixel 8 devices via a feature drop last month.
In recent years, Google has expressed its ambition to elevate the Pixel line beyond its second-fiddle status in the Android market. The company has been producing in-house mobile chips for several device generations. Coupled with substantial R&D investment in Gemini, could this be the moment the Pixel finally stands out?
Pixel 9 Pro and Pixel 9 Pro Fold
The Pixel 9 Pro was one of two teaser videos released earlier this week. As expected, Gemini received more screen time than the hardware. Twenty of the video’s 30 seconds were devoted to asking the GenAI to write a “breakup letter” for an old phone in favor of “something magical.”
That magical device is the Pixel 9 Pro, which rotates 180 degrees to reveal a prominent camera bar. Google has made the camera bar a signature design feature of the Pixel, but this pronounced visor stands out even more. The bar no longer spans the device’s back, but the camera bump now juts out at a sharper angle.
The video for Google’s latest foldable is similar, with the screen opening to reveal the words “Oh hi, AI,” before closing to showcase the device’s back. The foldable’s camera bump is off-center and features stacked lenses.
Google’s choice to name it the “Pixel 9 Pro Fold,” rather than Pixel Fold 2, suggests deeper integration into the base Pixel line. The company may position the Pro Fold as the true premium device. Despite last year’s $100 price increase for the Pixel 8, the line has remained more affordable than Samsung and Apple’s offerings.
Google took a bold step with the first Pixel Fold, which launched last summer at $1,799. The price has since dropped significantly, and it’s now available from Google for $1,300. However, it might be worth waiting a few weeks to see what the Made by Google event unveils.
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 anticipated to feature Google’s latest in-house chip, the Tensor G4, and run on Android 15.
Android 15
The latest beta of Android 14 (beta 4) was released just last week. While I/O previewed some features, the final release is expected at the August 13 event. Code-named “Vanilla Ice Cream” internally, the latest version of the OS will bring new features and UI enhancements.
Already announced features include improved multitasking and satellite connectivity. Private Space introduces an on-device incognito mode with added authentication for sensitive information. An improved Doze mode should enhance battery life.
What About Assistant?
The future of Google Assistant has been a significant question with recent Gemini updates. It’s evident that Google aims for its in-house GenAI to handle Android’s most critical tasks, but it’s unclear if this will replace Assistant or enhance it, similar to Apple’s approach with Siri.
Currently, users can choose to rely on Gemini as their primary assistant, though Google has wisely refrained from completely replacing Assistant.
Assistant was more central in previous Made by Google events, often accompanying Google Home/Nest announcements. As smart home device interest has waned, the company has shifted focus. Perhaps Gemini can revitalize this space.
The Pixel Watch 3 and Pixel Buds Pro 2
While the smart home category has cooled, Google remains enthusiastic about wearables since its 2020 Fitbit acquisition. The Pixel Watch 3 and Pixel Buds Pro 2 are expected to feature prominently at the August 13 event.
