If the foldable model seemed like the most exciting member of Google’s impending Pixel 10 handset family to you after its key specs leaked out (pretty much) in full last month, that excitement may have taken a big hit earlier this week with a new rumor calling for a last-minute delay.
Although we don’t know the delay’s cause just yet, and obviously, we can’t even be sure if the delay is real before the Pixel 10 Pro Fold is officially unveiled, the timing of the latest report claiming to provide inside info on Big G’s product launch schedule feels… quite unfortunate.
Everybody loves a good joke, but…
When you’re mocking a tech industry rival, you need to do (at least) one of two things well. Either crack a joke that would make Richard Pryor jealous with its structure, setup, and originality or find a way to attack the competition that even its most ardent fan can agree with.
Bottom line, Google had to make a valid point or simply make us laugh our head off for its latest pre-release Pixel 10 ad to work. Ideally, of course, you want your attack ads to hit both those targets at the same time, but while I initially… smiled at the obvious Apple Intelligence reference in the 30-second video above, I’m no longer amused. Not if the Pixel 10 Pro Fold gets slapped with a “coming soon” label on August 20 rather than the same August 28 release date as the Pixel 10, Pixel 10 Pro, and 10 Pro XL.
Now, I know what you’re going to say, and I (partially) agree. Six weeks is not the same as 12 months (and counting), but a new (and largely repetitive) Android phone is also not the same thing as a groundbreaking set of AI features.
Don’t get me wrong, I’m not here to defend what’s very clearly a total Apple Intelligence rollout fiasco, but a six-week delay could be equally damaging for Google’s sophomore foldable handset effort, especially considering the possible implications and causes of such a setback for a device designed to rival Samsung’s already hugely popular Galaxy Z Fold 7.
It’s pretty obvious that Big G’s original plan was not to kick off Pixel 10 Pro Fold sales in October, so if that ends up happening, it’s hard not to imagine issues with key components like the foldable display, hinge, or that beefed-up battery. Whatever the cause, Google’s image will certainly have to suffer from a tardy release of any Pixel 10 series device, especially after the same thing happened with the Pixel 9a mid-ranger a few months back.
A short history of hypocrisy
Okay, so six weeks doesn’t sound like a long time to you. It does to me, but let’s agree to disagree. That probably means you were not too bothered by the aforementioned Pixel 9a‘s similar delay either.
But what about the October 2024 rollout of Android 15’s first stable version for eligible Pixel phones? That was clearly supposed to happen a good couple of months earlier than that, and it was actually not the first (or last) time Google delivered an important update later than it had planned for (more or less) mysterious reasons.
The Pixel 9a was unveiled with a coming soon label attached to its name just a few months ago. | Image Credit — PhoneArena
Before you call me an “iSheep” (which I always relish, by the way), I must highlight that I remain extremely excited about the Pixel 10 Pro Fold (as long as it packs 5,000mAh+ battery capacity), and I’m even willing to wait until October before casting my final verdict on its chances to become a global box-office hit. I’d just appreciate it if Google chose a different advertising path for the device (as well as the rest of the Pixel 10 family), and if any delays were clearly mentioned and explained on August 20. Wouldn’t you?
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Adrian, a mobile technology enthusiast since the Nokia 3310 era, has been a dynamic presence in the tech journalism field, contributing to Android Authority, Digital Trends, and Pocketnow before joining PhoneArena in 2018. His expertise spans across various platforms, with a particular fondness for the diversity of the Android ecosystem. Despite the challenges of balancing full-time parenthood with his work, Adrian’s passion for tech trends, running, and movies keeps him energized. His commitment to mid-range smartphones has led to an eclectic collection of devices, saved from personal bankruptcy by his preference for ‘adequate’ over ‘overpriced’.
With the Pixel 10 series set to launch on August 20, Google has kicked off its marketing campaign with a pointed new ad. In the video titled “Google Pixel 10 | Soon,” the company questions what “soon” really means — and who can be trusted to deliver new features on time.
The ad says: “If you buy a new phone because of a feature that’s coming soon… but it’s been coming soon for a full year… you could change your definition of soon. Or you could just… change your phone.” While Apple isn’t named, the message seems to target the company’s delayed rollout of its “Apple Intelligence” features. See the video below and judge for yourselves who this message is directed to:
Apple introduced its new AI platform in mid-2024, promising tools like better Siri responses, writing help, and smarter system suggestions. However, most of these tools aren’t widely available yet. Many are still marked as “coming in 2025” and won’t be part of the first iOS 26 public release.
Google, by contrast, included advanced AI tools beginning with the Pixel 8 series through Gemini Nano, and continued to do so with the Pixel 9 series. Now, with the Pixel 10 lineup coming soon, Google is expected to build on that even further. In fact, leaks suggest features like “Magic Cue” for smart prompts, upgraded AI photo tools, and deeper Gemini integration are on the way.
Meanwhile, Apple is reportedly trying to catch up. There are rumors the company may acquire DarwinAI, a Canadian startup, to boost its AI development — among other AI companies such as Perplexity, etc. Apple has also been reportedly working more closely with OpenAI to support features in iOS.
From a bigger picture view, Google seems confident it’s ahead when it comes to AI on phones. Apple may still dominate in sales, but Google is clearly trying to position the Pixel 10 as the smarter choice for those who care about AI now, not later.
I think it’s good to see Google speak more boldly about what it brings to the table. The Pixel 10 will need to back it up with useful features, which is yet to be determined, but it’s a sign that Google is ready to compete more seriously with Apple — especially when it comes to the future of AI on smartphones.
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