Google’s next big hardware event is August 13 at 10 a.m. PT. This date is roughly a two-month head start for the Made By Google event, which has traditionally occurred mid-fall. Notably, the company will announce its latest flagship, the Pixel 9, ahead of the iPhone 16.
Reasons for the Shift
Google hasn’t justified the scheduling change. It is possible that the company wants to avoid the noise less than a month ahead of what is already shaping up to be a highly unusual presidential election in the U.S. The company also likely has significant announcements to make regarding Gemini. The new devices are expected to debut key generative AI features ahead of the rest of the Android field.
Pre-Event Device Reveal Tradition
One tradition Google has maintained is the pre-event device reveal. This approach often generates excitement during the summer consumer electronics lull despite taking some attention away from the main event. 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”
Device Tagline
Both new devices carry the tagline “A (foldable) phone built for the Gemini era,” highlighting the focus on AI-themed technology. Gemini was a central theme at Google I/O in May, with the developer-focused event laying the groundwork for the company’s AI ambitions.
Differentiation from Developer Conference
Google has attempted to distinguish its consumer hardware offerings from developer conferences. The budget-focused Pixel 8a was announced days before Google I/O. Interestingly, the most notable consumer-facing Android AI feature this year, Circle to Search, debuted on Samsung’s Galaxy S24 in January.
Google Competition with Apple
Apple made its AI-related announcements at WWDC in June, introducing Apple Intelligence. Cupertino’s approach focuses on performing as much as possible on-device, unlike Google and OpenAI. Google has taken steps in this direction with Gemini Nano, a smaller model that arrived on Pixel 8 devices via a feature drop last month.
Google’s Ambitions for the Pixel Line
Growth Goals
In recent years, Google has expressed ambitions to grow the Pixel line beyond its long-standing secondary position in the Android market. The company has been producing in-house mobile chips for several device generations. Combined with significant R&D investments in Gemini, this could be the moment Pixel devices gain a stronger foothold.
Google Pixel 9 Pro and Pixel 9 Pro Fold
Device Teasers
Google released teaser videos for the Pixel 9 Pro and the Pixel 9 Pro Fold. The Pixel 9 Pro teaser focused more on Gemini, with the AI being asked to write a “breakup letter” for an old phone in favor of the new Pixel 9 Pro. The camera bar design has been emphasized, featuring a pronounced visor-like bump.
Foldable Design
The Pixel 9 Pro Fold video followed a similar format, highlighting the device’s foldable screen and off-center camera bump with stacked lenses. Naming it the Pixel 9 Pro Fold rather than Pixel Fold 2 suggests a deeper integration into the base Pixel line, potentially positioning it as the premium device in the lineup.
Android 15
Upcoming Release Google
The latest beta of Android 14 (beta 4) was released recently. While Google I/O previewed some features, the final release will occur at the August 13 event. Code-named “Vanilla Ice Cream,” the new version of the mobile operating system will include features such as improved multitasking, satellite connectivity, Private Space for added security, and an improved Doze mode for better battery life.
The Future of Google Assistant
Integration with Google Gemini
Given the recent Gemini updates, the fate of Google Assistant is uncertain. Seems to aim for its in-house GenAI to handle Android’s most pressing tasks, though it remains to be seen if this will replace Assistant or reinforce it similarly to Apple’s approach with Siri.
Reduced Emphasis on Smart Home Devices
Google Assistant played a more central role in previous Made by events due to the inclusion of Home/Nest announcements. However, interest in smart home devices has waned, and the company has reduced its focus. Gemini’s arrival might reinvigorate this space.
Upcoming Wearables
Google Pixel Watch 3 and Pixel Buds Pro 2
Despite a cooling in the smart home category, Google has been committed to 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.
