Google's highly anticipated hardware event is scheduled for August 13 at 10 a.m. PT, marking an early showcase for the Made by Google event typically held in mid-fall. This event is particularly significant as it will see the unveiling of the new flagship device, the Pixel 9, ahead of Apple's iPhone 16 announcement, which is anticipated in September.
While Google has not publicly explained the schedule change, it may be related to the intensified atmosphere surrounding what could be one of the most unusual presidential elections in U.S. history. Additionally, Google appears poised to unveil several generative AI features with its new devices, emphasizing its leadership in AI technology ahead of other Android competitors.
This year, Google continues its tradition of revealing new devices before the main event. This strategy tends to generate buzz during the summer lull in consumer electronics. In July, Google introduced two exciting devices: the Pixel 9 Pro and the Pixel 9 Fold, representing the premium tier of the Pixel lineup.
Additionally, Google showcased a refreshed version of the Nest Learning Thermostat (now in its fourth generation), 13 years after the original hit the market and nearly a decade after the Thermostat 3 launch. The company also announced its latest streaming device, the Google TV Streamer, and confirmed that Google Assistant will remain a core feature for now.
"Phones Built for the Gemini Era"
Both the Pixel 9 Pro and Pixel 9 Fold are being marketed with the tagline “A (foldable) phone built for the Gemini era,” setting the tone for an event rich in AI-focused innovations. Gemini was a key focus at Google I/O in May, although that event centered more on developer tools than consumer hardware.
In a noteworthy strategy shift, Google revealed the budget-friendly Pixel 8a just days before I/O, drawing a distinct line between its developer and consumer messaging. Interestingly, one of the most intriguing Android AI features this year debuted on Samsung's Galaxy S24 in January rather than on a Pixel device.
Apple also made a notable AI announcement at WWDC in June with the introduction of Apple Intelligence. While Apple's capabilities in generative AI may not match those of Google or OpenAI, it has chosen to partner with both companies to enhance its offerings. Apple's approach focuses on on-device processing, while Google is advancing in this area with Gemini Nano, which was recently integrated into the Pixel 8 through a feature drop.
Google aims to elevate the Pixel lineup beyond its historical secondary status in the Android ecosystem. With the development of in-house mobile chips for several generations and significant investment in R&D for Gemini, this may be the pivotal moment for Pixel to shine.
Pixel 9 Pro and Pixel 9 Pro Fold
The Pixel 9 Pro is highlighted in one of Google's recent teaser videos, where Gemini takes precedence over the hardware for most of its 30 seconds. The video humorously features the AI drafting a "breakup letter" for an old phone in favor of "something magical."
That "something magical" is, of course, the new Pixel 9 Pro, which is designed to wow users with an innovative camera bar enhanced beyond its predecessors. The camera bar, a signature feature of the Pixel line, now has a more pronounced design, setting it apart visually.
The promotional video for the Pixel 9 Fold similarly captures attention, opening with the phrase “Oh hi, AI” before showcasing the device's sleek design. The camera arrangement is unique, featuring a stacked lens configuration that highlights its foldable capabilities.
The naming decision—going with "Pixel 9 Pro Fold" instead of "Pixel Fold 2"—signals a deeper integration within the Pixel branding. It suggests that the Pro Fold may eventually take on the role of the most premium offering in the line. The first Pixel Fold was introduced at a hefty price point of $1,799, but prices have since dropped, placing the new model at around $1,300. However, potential buyers might want to hold off a few weeks to see what updates are announced during the event.
Expect four exciting new devices at this event: the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and Pixel 9 Pro Premium. All are expected to feature Google's latest in-house chip, the Tensor G4, and will run on Android 15.
Android 15 Preview
The latest beta of Android 14 (beta 4) was released last week, but the finalized version will be revealed during the August 13 event. Titled “Vanilla Ice Cream,” this upcoming update will introduce new features and user interface enhancements. Key features include improved multitasking capabilities and enhanced satellite connectivity, while the new "Private Space" feature offers additional privacy for sensitive information.
What’s Next for Google Assistant?
A significant topic of discussion is the future of Google Assistant amid recent updates focused on Gemini. Although Google aims to empower its AI to manage essential tasks within Android, it remains uncertain whether this will lead to a complete replacement of Assistant or a more collaborative approach, similar to the way Apple has enhanced Siri.
Users currently have the option to utilize Gemini as their primary assistant, although Google has wisely opted not to phase out Assistant completely at this stage. In previous Made by Google events, Assistant received considerable attention, especially with features tied to Google Home and Nest products, but interest in smart home devices has waned. Perhaps Gemini will reinvigorate excitement in this space.
Upcoming Wearables: Pixel Watch 3 and Pixel Buds Pro 2
Though the smart home sector may have cooled, Google continues to show strong interest in wearables, particularly following its acquisition of Fitbit in 2020. Expect the Pixel Watch 3 and Pixel Buds Pro 2 to make a splash during the August 13 event.
Join us for Made by Google, kicking off at 10 a.m. PT on August 13, as we eagerly anticipate new announcements and innovations.
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