Google takes on Apple with high-spec Pixel that’s more like the iPhone

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Google takes on Apple with high-spec Pixel that’s more like the iPhone
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The Pixel roll-out is Google’s latest attempt to make a dent in the market, with prices on par with the latest iPhone releases

Google is looking to challenge Apple head-on with new Pixel phones that are more iPhone-like than ever before.

The Pixel roll-out is Google’s latest attempt to make a dent in the market. Though its Android operating system runs the majority of the world’s smartphones, the company’s own hardware accounts for just a fraction of sales. In the US, Google had 3 per cent of smartphone shipments during the second quarter, according to Counterpoint Research. That compares with 55 per cent for Apple.

The new Pixel phones have updated cameras, adopt displays with flat edges — as Apple has had since the iPhone 12 in 2020 — and come with the promise of seven years of updates for the operating system and security. Internally, they use the third generation of Google’s in-house Tensor processor, which includes dedicated hardware for image processing fine-tuned by the company.

Google also is rolling out on-device generative AI – which can create text and video based on simple prompts – and integrating the technology into its new Pixel Pro phones. That means its so-called foundation models will run on the devices themselves. The first generative AI feature, an enhanced magic eraser that lets people remove unwanted details in photos, is shipping with the new Pixel Pro 8. The rest of the generative AI features will roll out beginning in December.

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