By Genna Contino
Is it worth ditching the Apple ecosystem for the Pixel’s new AI features?
The Google Pixel 10 offers AI features not yet available on iPhones, such as real-time voice translation of the speaker’s voice during phone calls and a Gemini-enhanced camera.
After a frustrating interaction with Siri, Elio Boutros is preparing to abandon his iPhone for the new Google Pixel 10, which hit shelves on Thursday.
Boutros, a branch adviser of a credit union in Florida, said he was impressed by the artificial-intelligence powers of his uncle’s Samsung (KR:005930) phone, which is powered by Google’s (GOOGL) (GOOG) Gemini AI platform. When his uncle asked for advice about a backache, the phone’s AI assistant provided thoughtful advice to consult a physician and offered tips on how to strengthen his back muscles for the future.
When Boutros asked Siri the same question on his iPhone 15 Pro Max, which had Apple Intelligence enabled, Apple’s (AAPL) virtual assistant didn’t offer any advice and instead scheduled an irrelevant reminder.
This head-to-head test convinced Boutros to ditch his iPhone in favor of an Android device. Since the latest Samsung Ultra model isn’t expected to be released for several months, he decided on the Pixel 10, as it’s powered by Gemini and offers state-of-the-art AI features.
In making the switch, Boutros is sacrificing the sleek iPhone user interface that he loves, as well as the convenience of the Apple ecosystem. He won’t be able to transfer his data from the Apple Health app or connect his Apple Watch to the new Pixel – but in his view, the AI shortcomings on his current iPhone are still a dealbreaker.
“I’m losing all this just for one thing only, which is the AI,” Boutros said.
His decision represents an evolution of consumer interests, as those shopping for a new phone are starting to consider AI capabilities alongside factors like camera quality and battery life. But experts say it will be hard to sway most Apple loyalists away from their beloved iPhones: 89% of iPhone owners bought another iOS device when it was time to get a new phone, according to data from Consumer Intelligence Research Partners.
This is where the Pixel 10 aims to compete, by offering AI features not yet available on iPhones – such as real-time voice translation of the speaker’s voice during phone calls and a Gemini-enhanced camera.
Forrester Research (FORR) analyst Dipanjan Chatterjee drew parallels to BlackBerry’s (BB) (CA:BB) downfall more than a decade ago. The company made popular mobile devices with physical keyboards, but hesitated to embrace touchscreens as iPhones became more popular.
See more: Is Apple making the same mistakes BlackBerry did? Here’s how it can change course.
“Where is BlackBerry today? Apple engineered a huge shift with the iPhone, but that’s been a long time ago,” Chatterjee said. “There’s something coming. I think ChatGPT and these gen-AI tools are sort of a hub, in that we’ve now figured out we can communicate effectively without necessarily using a keyboard or screen.”
Google and Apple did not immediately respond to MarketWatch requests for comment.
Google Pixel 10 vs. iPhone 17
Google’s 10th generation of its Pixel phone comes in four different models – the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL and Pixel 10 Pro Fold – with prices ranging from $799 to $1,799. It features a refined design and a triple camera system, and incorporates Qi2 technology that makes the phone compatible with Apple-developed MagSafe wireless chargers – making Google the first Android phone manufacturer to do so.
While details about the newest iPhone aren’t expected to be confirmed until Apple’s Sept. 9 launch event, the iPhone 17 is presumed to be thinner and lighter than previous generations and could feature an upgraded selfie camera, according to MacRumors. Models are also expected to start at the $799 price point.
Reviewers say the Pixel 10’s AI features are what make the new Google phone stand out. Users can use generative AI to translate real-time phone calls in the user’s own voice inflections. Consumer-tech reviewer Marques Brownlee described it as sounding “remarkably similar to my actual voice, but it’s AI-generated speaking a different language,” in his review of the new phone.
See more: A $400 billion bonanza? As AI spending estimates move higher, so do the stakes for investors.
The new Google phone also offers “Magic Cue,” which Google describes as an AI tool that can “proactively offer the right information at the right time.” For example, if someone calls to ask for information about a flight or dinner reservations, the phone knows to pull those details from the email app and will display them during the phone call.
The Pixel 10 camera, meanwhile, lets you zoom up to 100 times with a Gemini-powered “generative imaging model to intelligently recover and refine intricate details.”
Apple introduced its personal AI system, Apple Intelligence, in October 2024. The technology can summarize notifications for iPhone, iPad and Mac users, refine their writing and remove distracting objects from images. It also allows for integration with OpenAI’s ChatGPT and features a “more natural and capable Siri.”
But the platform’s rollout has been “much more muted than what we would’ve expected,” Chatterjee said. The company still hasn’t been able to deliver the most advanced Apple Intelligence features it teased last year, such as a more personalized Siri.
“If you talk anecdotally to people, there’s no one rushing out saying, ‘This thing is amazing; Apple Intelligence has transformed my life,’” Chatterjee noted.
Apple is reportedly in early discussions with Google to explore using Gemini to power a revamped version of Siri, but some experts believe the move could erode Apple’s strong brand loyalty and its emphasis on privacy.
See more: Apple has an AI problem – and a Google partnership could actually make things worse
While it’s unclear which AI features will be integrated into the iPhone 17, one feature that could set the iPhone 17 apart is reverse wireless charging, which means the phone could deliver power to other Apple devices such as AirPods and Apple Watches. MacRumors identified this feature as a possibility for iPhone 17 Pro models, citing a Chinese leaker who said Apple has tested reverse wireless charging on the new phones.
Will iPhone users flock to the Google Pixel 10?
Despite Apple’s “muted” AI rollout, experts expect most iPhone users to stay put – at least for now.
“You’ve not quite seen the abandonment of the Apple platform,” Chatterjee said. “There’s always a tipping point to these things, and I don’t think we’ve gotten there.”
Josh Lowitz, co-founder of Consumer Intelligence Research Partners, which publishes a Substack newsletter about Apple, describes the Apple ecosystem as a “walled garden” that makes it easy for its products to interact and for people who own Apple products to interact with one another.
See more: U.K. to drop demand for ‘back door’ into iPhones, as Apple reportedly expands Indian production
Data suggest most consumers are likely to stick with their smartphone operating system for the long haul. Just 18% of iPhone users are former Android users, while only 11% of Android users formerly owned iPhones, according to the trend-analysis platform Exploding Topics.
Though Lowitz doesn’t expect the new Pixel to sway many iPhone users, he said it could be enticing for people with Samsung or Motorola (HK:992) (LNVGY) phones.
“I think the Pixel phones are designed to get Samsung [customer] transfers, and that’s a relatively easy move because it’s within the operating system,” Lowitz said. “Android to Android doesn’t feel as daunting as Android to iOS, or vice versa.”
Google doesn’t command much smartphone market share currently, even among Android producers. The company only accounted for 3% of U.S. smartphone shipments in the second quarter of 2025, according to data from technology-market analyst firm Canalyst. Samsung and Motorola’s market shares were 31% and 12%, respectively, while Apple held a considerable lead with 49% market share.
Should you ditch your iPhone for a Pixel 10?
If your photos, videos and documents are stored in iCloud and you have multiple Apple devices, switching to the Pixel 10 might not be worth the headache.
But if the latest AI technology is your priority and you have $800 in disposable income, the Pixel 10 may be the way to go.
-Genna Contino
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08-28-25 0730ET
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