Some of you read this headline and thought exactly what I did when I heard this news: is it hard to discern Google’s Pixel phone strategy? After all, the company has been pretty solid with its release cadence, only changing things slightly during the height of the COVID-19 pandemic. It should be simple, right? 2023 gives us Pixel 8 and Pixel 8 Pro, 2024 takes it to 9 and 2025 to 10. That would make sense, and it looks like some variant of that plan is in place, although it’s not entirely clear as you can think.
First foldable
There are obviously moving parts to manage, here, and one of the main ones will depend on the success and/or failure of the Pixel Fold. While the Fold is a familiar entity as we enter the new year, the tracks and branches of this phone are a bit unknown at this point.
According to the leak obtained by Android Authority, the fate of any potential Pixel Fold follow-on device will depend entirely on the market’s reception of the former. If it’s good, maybe a second fold will follow and it looks like Google is even keen to adopt the vertically folding clamshell style – similar to Samsung’s Galaxy Z Flip.
This part of the roadmap is obviously full of questions and unknowns for the moment. 2023 will provide us with the data we need to know whether or not Google is continuing on the foldable phone path in the future. For what it’s worth, I hope they make at least two attempts before they throw in the towel. First-gen products are hard to come by, and this foldable phone segment is one that will take years to solidify. I hope that is the thinking that goes forward.
Pixel sizes to more closely match Apple
The other interesting part of this leak is Google’s clear intention to take a little different strategy with the size of their phones in the future. With Pixel 8 and Pixel 8 Pro, it looks like most things will stay the same with only a slight change from the standard Pixel 8. According to the leak, the Pixel 8 will shrink a bit more than the Pixel 7 and both phones will come equipped – no shocker, here – with the Tensor G3.
With Pixel 9 in 2024, however, things seem to be changing.. With the Pixel 9, there will probably be 3 phones: a standard model and two Pro models. This way Google will copy Apple’s setup where you will get all the Pro features not only in the bigger phone but also in a smaller version. The standard Pixel 9 will likely be the same as the Pixel 6, 7, and 8 before it, leaving the other two phones to get hardware upgrades and different sizes: 6.7-inches for the larger Pro and 6.3-inches for the smallest. . .
What about the Pixel A Series?
The leak also included some interesting information about the Pixel A series. We know the Pixel 7a is on its way for early summer, but based on sales of this phone, Google may be looking at a 2-year cycle for A-series devices. Like Apple (again) and their iPhone SEs, Google would only release its more affordable devices every two years instead of every summer.
If the price stays low, I guess I understand this move. But the Pixel 6 can be had now for cheap and it’s only a year old. The best move would seem to be longer software support cycles and pushing last year’s Pixel to those looking for a deal. However, I know the SE strategy is working for Apple and the Series A has done the same for Google, so I imagine that will continue one way or another.
A final note for the 2025 plans
Finally, a somewhat wait-and-see approach is emerging for 2025. If Google moves forward on the clamshell foldable Pixel, the Pixel 10 line will mimic the Pixel 9 series. If not, Google plans to move on to 4 Pixel models for 2025: large and small in Pro and non-Pro models. Again, this matches what Apple is doing right now, so we might see something resembling Pixel 10, Pixel 10 XL, Pixel 10 Pro, and Pixel 10 XL Pro. I make these names up, but you get the gist.
All in all, I think this strategy will be fascinating to follow. For me personally, I’m all for the idea of the Pixel Fold at this point. My only real fear with this upcoming phone is the idea of me getting it, loving it, and Google taking it down. I hope it’s great, that enough people try it to tolerate them continuing to research the form factor, and that I move on to the foldable phone life and don’t look back.
As for the Pixel 8, 9, and 10, I think other Pro sizes are warranted and will sell well. Google seems to be in it for the long haul at this point, and their phones just keep getting better. Gaining market share from Apple and Samsung is tough, but if Google continues to make solid hardware combined with the best software at great prices, I think they will continue to cut it.
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