JAKARTA Alphabet Inc through Google officially launched its newest line of Pixel smartphones and supporting devices on Wednesday, August 20, with a major focus on artificial intelligence integration (AI) rather than a major increase in hardware side.

The annual “Made by Google” event, which was held in New York, features a number of celebrities such as host Jimmy Fallon and the Jonas Brothers group to demonstrate the real implementation of AI on Google devices.

Rick Osterloh, Senior Vice President of Google’s Division of Devices and Services, stated that their latest AI model, Gemini, is the main key in the experience of the latest generation of Pixel users. “There are a lot of hype about AI on mobile phones and also a lot of promises that are not fulfilled, but Gemini is real evidence,” he said.

The AI feature embedded in the Pixel 10 line includes intelligent assistants who are able to display relevant information without user requests, such as displaying flight confirmation emails when making calls to airlines, as well as camera “coaches” that help users take better photos. Google also introduced a real-time language translation feature for phone calls.

In terms of design, the Pixel 10 has not changed much compared to the previous generation, but is now equipped with a telephoto lens on the basic model to be equivalent to a premium version. All devices are equipped with the latest G5 Tensor processor and Pixelsnap magnetic charging technology, which is similar to Apple’s MagSafe feature.

The price of the Pixel 10 starts from 799 US dollars (around Rp13,020,700) and 1,799 US dollars (around Rp29,373,700) for the folding model, remaining stable even though previously there were concerns about an increase in prices due to the US import rate.

According to Bob O’Donnell, principal analyst at Technalysis Research, Google’s main focus is now no longer on hardware specifications alone. “A lot of things they showed today can actually run almost the same on devices last year. Their message is clear: it’s no longer just a matter of hardware,” he said.

Although aggressive in driving AI integration, the Pixel market share has not shown a significant increase. Based on IDC data, Pixel’s global market share only rose slightly from 0.9% to 1.1% in the second quarter of this year, while in the United States it fell from 4.5% to 4.3%. Nearly three-quarter sales of Pixel occurred in the US, Japan, and the UK. This year, Google began expanding its market by selling Pixel in Mexico for the first time.

“The opportunity to expand their market is still very large, and that’s what Google is currently an obstacle to,” said Carolina Milanesi, analyst at Creative Strategies.

Pixel 10, Pixel 10 Pro, and Pixel 10 Pro XL will be available later this month, while the Pixel 10 Pro Fold is scheduled to launch in October. Apart from smartphones, Google also introduced the Pixel Watch 4, as well as the cheap Pixel Buds 2a wireless earbuds. Meanwhile, the Pixel Buds Pro 2 did not get any major updates other than the addition of new colors and software upgrades.

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