Tech

What the strange timing of the Google Pixel event means

What you need to know: Google typically announces products in October, but the company sent out surprise invites this week to its Made by Google event in August. Additionally, Google bucked a growing trend last month by deciding not to announce or show off any new hardware at Google I/O 2024. By holding an event earlier, Google may be trying to streamline its product announcements, thwart leaks, and get ahead of competitors.

Tech product announcements are nothing without consistency. Samsung holds its biennial Galaxy Unpacked events in the summer and winter, Apple announces its iPhones in September, and Google holds its Pixel event in October. At least, that was the announcement cycle until Google surprised us all in mid-August by announcing its Made by Google event. Invitations were sent out earlier this week, apparently for the Pixel 9 series launch event.

The media invite explained that the Made by Google event would take place on Tuesday, August 13th at Google's Mountain View headquarters. The keynote is scheduled for 10am PST, and attendees will be able to get hands-on with the products afterwards. But the surprise has to do with the date: Google didn't host a Made by Google event until October 4th of last year.

The “Made by Google” event is likely to feature a number of announcements, including four smartphones. Three regular models of the Pixel 9 series could be revealed, and a successor to the Pixel Fold could also be revealed. Additionally, Google may release multiple variants of the Pixel Watch for the first time. If that's not enough, there's always the possibility that Google could surprise us with something else.

The Pixel Tablet may be due for an update, Google hasn't touched its Nest hardware for a while, and there are other devices that rumors and leaks suggest could be on the way, including a new version of the Chromecast with Google TV 4K. The Pixel 9 and Pixel Watch 3 models are almost certain to debut at the Made by Google event, but there could be more.

The event may also reveal more about Android 15, as the Pixel 9 series will be the first smartphones to ship with the updated OS. But why is this event being held nearly two months earlier than usual? We don't know for sure, but there are a few reasons why Google may have rushed the launch of the Pixel 9 series.

Google didn't announce any hardware at Google I/O

(Image credit: Nick Sutrich / Android Central)

This year's Google I/O 2024 was all about software. Although it's a developer conference, it's been a while since I/O had any hardware products previewed or announced. If you recall, the Pixel Tablet was showcased at I/O 2022 and then released after I/O 2023. Google also unveiled the first Pixel Fold at I/O 2023.

It would make sense for Google to maintain a consistent release cycle by refreshing the Pixel Fold and Pixel Tablet at their next I/O conference, but that didn't happen this year. Instead, Google may want to limit major Pixel hardware releases to a single event. This may be why Google is rumored to call the Pixel Fold successor the Pixel 9 Pro Fold instead of the Pixel Fold 2.

In some ways, this strategy makes sense: Google's hardware releases are spread out, with the A-series Pixel, Pixel Tablet, and Pixel Fold all typically releasing in May, followed by the flagship Pixel and Pixel Watch in October. This approach means that a new Pixel device is released roughly every six months.

August is the exact middle point between May and October, so if Google wanted to consolidate its product releases, it would be that month, so it wouldn't be surprising to see a range of hardware releases at the Made by Google event, meaning buyers would get to see the full Pixel ecosystem every summer if that's indeed Google's plan.

Google may be ahead of Apple Intelligence

(Image credit: Andrew Myrick / Android Central)

By moving its Made by Google event to August, Google is getting ahead of Apple's annual September event. Whether this is intentional or just a coincidence remains to be seen, but the move has clear benefits. Google was the first to develop “AI smartphones” last year with the Pixel 8 and Pixel 8 Pro, but with Apple Intelligence looming close behind, it will have to work hard to stay on top in the mobile AI race.

Google has bundled a host of artificial intelligence features with Android 15, including AI-based spam call detection, automatic theft detection, and many more that work with features like Gemini, Circle to Search, etc. Android 15 will be rolled out to the public first on the Pixel 9 series, so Google can get ahead of Apple Intelligence by bringing forward the date of its Made by Google event.

Google may also unveil new AI features exclusive to the Pixel 9 series, a big benefit of holding an event in August, as it gives Apple Intelligence and the iPhone 16 series a chance to set the benchmark before they are released to the public.

Finally, the company may be trying to reduce leaks by releasing the Pixel 9 series early. Recent Pixel releases have been plagued by leaks, with nearly every detail about the device being available before the announcement. A shorter release cycle would give leakers less time to gather information. However, this is probably the least likely of the possible reasons for an August event. Companies always try to limit leaks, but they don't usually change their plans because of leaks.

There are a number of reasons why Google moved its event up to August, but the one that makes the most sense is its release schedule: there have been early indications that Google wants to consolidate its product releases, but the lack of an announcement at I/O was a clear sign that the company is changing things up.

Sources

1/ https://Google.com/

2/ https://www.androidcentral.com/phones/heres-what-the-odd-timing-of-the-google-pixel-event-could-mean

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