New details regarding the pricing strategy for Google’s upcoming Pixel 10 series have emerged ahead of its expected launch in late August, suggesting a familiar yet aggressive market approach.
According to information from Roland Quandt of WinFuture, European pricing for the new lineup—including the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold—is expected to remain unchanged from the previous generation for corresponding storage options. The base Pixel 10 with 128 GB of storage is anticipated to start at €899, while the Pixel 10 Pro with 128 GB will be priced at €1,099. The larger Pixel 10 Pro XL is listed at €1,299, and the Pixel 10 Pro Fold at €1,899, both with a starting storage of 256 GB.
Notably, a 128 GB version of the Pixel 10 Pro XL is absent from the European listings, indicating its base model will begin at 256 GB in the region. It is unclear if this is due to limited regional availability or a strategic decision to phase out the lower storage tier for this model. As smartphone prices continue to rise across the industry, Google’s decision to maintain its existing price points could be a strategic move to capture greater market share.
While the premium Pro models will attract attention, the standard Pixel 10 may be the most pivotal handset in the family. Expected upgrades include a new triple-lens camera system (an increase from the Pixel 9’s dual lenses), the next-generation Tensor G5 chipset, and enhanced generative AI capabilities. At its €899 price point, these improvements could position the Pixel 10 as a significant market disruptor.
Conversely, the pricing for the Pixel 10 Pro Fold may disappoint those who anticipated a more consumer-friendly price. Previous reports suggested Google would lower the cost to make foldables more mainstream. Instead, by matching the 2024 model’s launch price, Google appears to be aligning its strategy with the rest of the Pixel 10 family. This could indicate a shift in focus, potentially positioning the Pro Fold as a reference design for the high-end foldable market, especially as competitors like Samsung and Honor intensify their focus on consumer experience and design.
Google is widely expected to officially unveil the Pixel 10 series at a “Made By Google” event on August 20, with the devices likely becoming available for purchase the following week.
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