Google today unveiled the Pixel 10 series at its Made by Google 2025 event, headlined by the Tensor G5 chip and a suite of on-device Gemini AI features that the company is betting will define the smartphone experience. The lineup includes the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold.

The pitch is almost entirely about AI. Google Photos now lets users edit images by simply asking, using voice or text. Camera Coach uses Gemini to give real-time framing and lighting tips, while Magic Cue proactively surfaces information. Gemini Live now supports live camera sharing, allowing the assistant to see and guide users through tasks. The base Pixel 10 gains a dedicated telephoto lens, a first for the non-Pro model.

Google also introduced the Pixel Watch 4 with a domed Actua 360 display and standalone satellite communication, Pixel Buds 2a with active noise cancellation, and Pixelsnap Qi2 magnetic accessories. On the software side, Gemini for Home will replace Google Assistant on Nest speakers and displays this fall, and Fitbit is getting an AI-powered personal health coach later this year.

The message from Google is clear: the phone’s headline feature is the assistant, not the hardware. The company took subtle jabs at Apple’s delayed AI rollout, and the timing—ahead of Apple’s expected September event—seems deliberate.