Google unveils aggressive pricing strategy for Pixel 10 smartphones

In late August 2025, Google is set to launch the Pixel 10 series, including the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold. This information has emerged from various sources, including Roland Quandt of WinFuture, who has provided details about the pricing structure for these devices in Europe. The entry-level Pixel 10 will start at €899 for 128 GB of storage, while the Pixel 10 Pro will begin at €1,099 for the same amount of storage. Notably, there is no 128 GB model for the Pixel 10 Pro XL; its pricing starts at €1,299 for 256 GB. The Pixel 10 Pro Fold, also priced at €1,899 for 256 GB, aligns with other smartphones in the lineup, representing a deviation from previous expectations that Google might adopt an aggressive pricing strategy to capture the foldable market's general consumer audience. With smartphone prices steadily rising across various brands, Google's decision to retain the pricing levels of the Pixel family is viewed as a significant and competitive move in the current market landscape. As the release date approaches, speculation continues around the features and capabilities each model will offer, particularly focusing on the enhancements in the base Pixel 10 model, which is expected to include a new Tensor G5 chipset, a redesign featuring three camera lenses, and an increased focus on generative AI capabilities. As the competition heats up with other flagship devices such as Samsung's Galaxy Z Fold 7 and Z Flip 7, Google's launch may strategically position the company to either innovate or redefine market expectations around price and features in the flagship and foldable smartphone territories.