Google’s hardware division faced challenges in 2025, as its new phone releases lacked significant innovation. This situation is detrimental, particularly in markets outside the US where competition is fierce.
While Google is primarily known for software, it consistently produces phones, earbuds, and smartwatches each year. However, it struggles to make a strong market impact against rivals like Samsung and Apple.
Despite these challenges, Google’s phones continue to improve, albeit slowly. Some models stand out, so let’s examine them.
Winner: Google Pixel 10 Pro and 10 Pro XL
The Google Pixel 10 Pro XL is the flagship model of the series and the most popular choice this year. The smaller Pixel 10 Pro, while not as well-received, is still a commendable device.
This year’s Pro models feature upgrades in battery and chipset but maintain the successful triple camera system, display, and design largely unchanged.
Winner: Google Pixel 10
The standard Pixel 10 is arguably a highlight of the lineup. It now has a triple camera system, matching competitors like the Galaxy S25 and surpassing the iPhone 17.
While the main and ultrawide cameras were downgraded, the addition of a 10.8MP telephoto lens enhances versatility. The Pixel 10 also includes Pixel Snap and a larger battery, presenting an overall improvement over the previous model.
Winner: Pixel Snap
Pixel Snap, a MagSafe-like feature, is a positive addition, enhancing the device’s versatility.
Loser: Tensor G5
Google’s Tensor G5 chipset falls short compared to rivals like Snapdragon 8 Elite and Apple A18. It struggles with performance and cooling, leading to significant throttling. Despite battery increases across the Pixel 10 range, some models exhibited poorer overall battery life than their predecessors, an issue somewhat mitigated by a software update but still concerning.
Loser: Google Pixel 10 Pro Fold
Google’s first foldable device, the Pixel 10 Pro Fold, features a new, thinner hinge that minimizes the crease, making it the first fully dust-tight foldable with an IP68 rating. However, it retains the uninspiring camera system from its predecessor, seeming irrelevant compared to competitors. Its design feels dated, lacking uniqueness.
Loser: What is Pixel nowadays, anyway?
This critique extends to Google’s entire phone lineup. Once recognized for their camera quality, the current Pixel phones are no longer at the forefront in this aspect. With outdated camera hardware and slow charging, alongside a lackluster chipset affecting battery performance, the Pixel lineup appears to be in a state of crisis.
Winner: Google Pixel 9a
The Pixel 9a remains a strong contender, benefiting from slight screen size improvements and significant enhancements in battery capacity. This midrange model is well-priced, available in vibrant colors, and offers a worry-free user experience, marking it as a winner in Google’s lineup.
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