2025 Winners and losers: Google

Google's 2025 Hardware: A Tale of Missed Opportunities and Shining Stars

Google's hardware division faced a challenging 2025, with its latest smartphone releases failing to ignite the market with groundbreaking innovation. This lack of differentiation is a significant hurdle, especially in international markets bustling with diverse manufacturers. While hardware isn't Google's primary focus, its annual releases of phones, earbuds, and smartwatches still fall short of making a substantial dent against giants like Samsung and Apple.

Despite these challenges, Google's phones are steadily improving, even if the pace isn't always breathtaking. Let's delve into the highlights and lowlights of Google's 2025 hardware lineup.

Winner: Google Pixel 10 Pro and 10 Pro XL

The Google Pixel 10 Pro XL stands as the series' flagship, anticipated to be the most popular choice this year. While the smaller Pixel 10 Pro might not reach the same heights, it remains a strong offering from Google.

This year's Pro models boast battery and chipset upgrades, while retaining the successful triple-camera system, displays, and design from previous iterations.

Winner: Google Pixel 10

Arguably the standout device in the family is the standard Pixel 10. This year's base flagship receives a traditional triple-camera system, matching the Galaxy S25 and surpassing the iPhone 17 in camera versatility.

Technically, Google opted for a 10.8MP 112mm (5x) telephoto lens, a departure from the Pixel 9's main and ultrawide cameras. While seemingly a downgrade, this configuration offers a more adaptable setup with three distinct lenses. The Pixel 10 also introduces Pixel Snap (akin to MagSafe) and a larger battery, positioning it favorably against the Pixel 9, at least on paper.

Winner: Pixel Snap

The Pixel Snap accessory system is a welcome addition. Its MagSafe-like functionality is convenient, and its availability across more devices is a win for consumers.

Loser: Tensor G5

Google's proprietary Tensor G5 chipset falls short of its competitors, namely the Snapdragon 8 Elite and Apple A18. Beyond its technical specifications, which feature a peak clock speed below 4GHz, real-world performance is hampered by significant thermal throttling issues on Pixel 10 devices. This prevents the CPU from maintaining optimal performance.

Despite battery capacity increases across all four Pixel 10 models, the reviewed units exhibited poorer overall battery life compared to their Tensor G4-equipped predecessors. While a software patch has since addressed some of these issues, the initial performance was disappointing.

Loser: Google Pixel 10 Pro Fold

Google's latest foldable offering, the Pixel 10 Pro Fold, introduces a sleek, gearless hinge that minimizes crease visibility and enhances structural integrity. It also boasts an industry-first IP68 dust-tight rating for a foldable device.

However, the foldable retains the same uninspired triple-camera system as the Pixel 9 Pro Fold, lacking a distinct "Pixel" identity. In a market where the Galaxy Z Fold7 offers a slimmer profile (8.9mm folded) and lighter weight (215 grams), the Pixel 10 Pro Fold feels bulky at 10.8mm and 258 grams, reminiscent of early foldable designs.

Google appears to be struggling to define its foldable strategy, resulting in a device that lacks uniqueness and competitive edge. It feels like an entry into the market rather than a push for innovation.

Loser: The Evolving Identity of "Pixel"

This identity crisis extends to Google's entire phone lineup to varying degrees. Once renowned for their camera prowess, Pixel phones now lag behind top-tier camera phones. The lineup faces challenges including aging camera hardware, slow charging speeds, and the underperforming Tensor G5 chipset, which negatively impacts battery life despite larger batteries.

Winner: Google Pixel 9a

The Pixel 9a continues its tradition as a consistent winner for Google. This mid-range device receives significant upgrades, including a slightly larger screen and a substantial boost in battery capacity and endurance.

The Pixel 9a offers a distinct character with its vibrant color options and competitive pricing. It remains a reliable and worry-free smartphone choice.

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