Google puts pressure on Apple with AI-packed Pixels
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Google's new Pixel 10 lineup includes new AI-powered features that put significant pressure on Apple ahead of its expected iPhone launch next month.
Why it matters: The high-end smartphone market is largely saturated, meaning each sale comes from either convincing a loyal user to upgrade or wooing someone away from a competitor.
Driving the news: Google on Wednesday updated its lineup of Pixel smartphones, including more powerful zoom cameras and the latest Tensor processor, while also delivering a new watch and earbuds.
- The biggest changes, though, were on the software side, where Google is using generative AI to power new experiences, including photography assistance, more natural sounding translation and proactive help using on-device AI.
The big picture: Google is plowing forward on the AI front, while Apple is still struggling to deliver on the Apple Intelligence features it promised last year.
- A more capable Siri — the most important of Apple's promised AI features — has already been delayed until next year.
- Meanwhile, the AI features Apple has promised for the fall are far more modest than what Google announced Wednesday.
Zoom in: Four new features stand out for their utility — and the pressure they put on Apple.
Magic Cue
Magic Cue is Google's umbrella term for proactive suggestions in Messages, Gmail and Calendar.
- For example, Magic Cue can pop up in a text message thread about dinner plans to remind you of the reservation details.
- Magic Cue uses the Gemini nano AI model that runs on the Pixel phones themselves, instead of in the cloud.
- On-device AI has advantages when it comes to speed, cost and privacy.
- Expect more features like this from Google and its rivals.
Camera Coach
Google has been using AI to improve photos for a decade, but this year's "Camera Coach" advances go beyond enhancing images after they're taken to offer help with framing and other core techniques key to good photography.
- Pixel 10 also lets users edit photos with voice or text prompts.
Voice translation
While Samsung and others are offering real-time language translation, the new Pixels take this a step further by serving up the translated audio in a voice that sounds quite like the original speaker.
Content credentials
Pixel 10 phones are the first to automatically embed content credentials into every photo.
The metadata shows when and how the image was captured, plus any edits, and whether they were made with AI.
What's next: The pressure is on Apple to either step up its software game or deliver hardware so compelling that customers overlook its AI stumbles.
Go deeper: Learn more about the new Google devices.
