Google introduced its latest line-up of Pixel smartphones at its Made by Google event this week, as it tries to bump up its market share in the highly competitive smartphone industry.
The Alphabet-owned company leaned more heavily towards generative artificial intelligence, the red-hot sector where it has directly tangled with market leader OpenAI.
While Google has a significant global reach, it is also interesting that its devices are not available in the Middle East.
Also, the ninth edition of Made by Google was held on Tuesday, about two months earlier than usual. Is this a strategy to undercut Apple and the next iteration of its highly-anticipated, generative AI-powered iPhones expected next month?
What did Google launch?
Headlining the bunch were four new Pixel devices – the base Pixel 9 (with a 6.3-inch display), Pixel 9 Pro (also 6.3 inches), Pixel 9 Pro XL (6.8 inches) and Pixel 9 Pro Fold (6.3 inches and 8 inches on its cover and main inner screen, respectively).
The non-foldable Pixels have transitioned from a round-edged to a flatter-edged design – just like Apple and Samsung's latest flagships.
The Pixel 9 Pro Fold, according to California-based Google, is slimmer and lighter than the latest Samsung Galaxy Z Fold6. All devices also now have a smaller camera bump.
The Pixel 9 and Pixel 9 Pro XL start at $799 – $100 more than last year's version – and $1,099, respectively, and will be available from August 22. The Pixel 9 Pro starts at $999 and will ship in September. The Pixel 9 Pro Fold starts at $1,799 and will be available from September 4.
Other hardware unveiled at the event were the Pixel Watch 3, which has a bigger 45mm variant as well as the standard 41mm version, and the Pixel Buds Pro 2, with improved noise cancelling
The new watch starts at $350, while the Pixel Buds Pro 2 will retail for $229. They will be available from September 10 and 26, respectively.
Gemini is now live
Google had teased on X that the next Pixels are “built for the AI era” – and they made good on it by introducing Gemini Live, replacing the long-tenured Google Assistant as the devices' default digital assistant.
The new feature lets users talk to Gemini, just as they would speak to a friend or an expert over the phone, allowing them to have a back-and-forth conversation, where they can ask questions, brainstorm strategies, share ideas and even get advice in a natural and interactive way.
Google also added some Gemini-powered, Pixel-specific apps: Pixel Studio, a text-to-image generator, and Pixel Screenshots, which lets users search for information on screenshots that have been taken. Image-editing tools powered by AI have also been introduced.
“We're obsessed with the idea that AI can make life more productive for people. It can help us learn, express ourselves and be more creative,” Rick Osterloh, Google's senior vice president for platforms and devices, said in a keynote at the event.
“The most important place to get this right is right in the devices we carry with us every day.”
Where will the Pixel 9 be available?
In just three regions across 29 countries, according to the Google Store website.
They are Brazil, Canada, Mexico, Puerto Rico and the US in the Americas; Australia, India, Japan, New Zealand, Singapore, South Korea and Taiwan in the Asia-Pacific; and Austria, Belgium, the Czech Republic, Denmark, Finland, France, Germany, Ireland, Italy, the Netherlands, Norway, Poland, Portugal, Spain, Sweden, Switzerland and Britain in Europe.
Unfortunately, as you can see, the Middle East is not included. It is one of the many areas where Google has yet to officially launch a store.
Why are Pixel devices not available in the Middle East?
While Google is no doubt a household name, the Pixel is still “the new kid on the block in the smartphone industry, and especially so in many emerging markets”, Yang Wang, a senior analyst at Counterpoint Research, told The National.
Google is last with 0.8 per cent market share in global smartphone sales during the first half of 2024, data from Hong Kong-based Counterpoint shows.
This is despite Google being in the smartphone game for eight years, with the original Pixel launched in 2016.
What this means is that compared to other smartphone makers, the Google Pixel does not have “the level of resources to match the geographical footprint and the business support needed to operate in many markets”, Mr Wang said.
This includes region-specific support for features and services, warranty, customer support and, potentially, software and privacy features, he added.
“Because of the relatively lower volume of devices sold as compared to other major OEMs [original equipment manufacturers], Google needs to place even more scrutiny in terms of factory orders, supply chain and cost considerations for the business to be viable in the long term.”
In addition, Google's decision to not become a key player quickly and across all markets will avoid any negative impact on its Android ecosystem, as it “respects” Android vendors’ main activity of selling hardware, while it emphasises its predominant position in the software business, said Ramazan Yavuz, director for Europe, the Middle East and Africa at the International Data Corporation.
“In the same vein, Google wants to show that it values its Android partners in the industry and only wants to keep a diplomatic and tactful presence of its own hardware devices in the market versus a rapid expansion in key markets in developing regions,” he told The National.
Google recently grew its presence in European markets, and this expansion is expected to continue in core markets in developing regions. The Middle East stands as the best potential region for the Pixel to officially expand, he added.
“Geographical expansion is a difficult process and for brands like Google, it requires extensive strategy planning and execution. When Middle East markets are considered in terms of complexity, rivalry, network structures and the fast pace, it is only understandable [that] it will take time for Google to expand into the Middle East.”
I'm in the UAE, how can I buy a Pixel phone?
While Pixel devices are not officially available in the region, third-party online sellers may be your best option.
E-commerce sites such as Amazon and Noon have previously carried Pixel products in their catalogue, generally a week or two after they have been introduced.
However, they will be more expensive than if you bought them in markets that Google has officially entered.
So, with everything we have discussed above, your best option is probably to ask someone in one of those markets to purchase a Pixel phone for you.
“Clearly there is a fan base and enough enthusiasm for the devices, but probably not enough for Google to commit serious resources to support the opening of an official channel,” Mr Wang said.
