Google Pixel 9 Launch Tomorrow: Stronger Focus On India Amidst Global Unveiling
Google to unveil four new Pixel models with a significant emphasis on the Indian market.
Google is set to unveil its next-generation Pixel smartphones at the much-anticipated "Made by Google" event tomorrow. The tech giant will introduce a range of new devices, including true wireless stereo (TWS) earphones and a smartwatch, but the spotlight will be on the four new Pixel phones—the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and the Pixel 9 Pro Fold. This marks Google's most extensive launch to date, underlining its commitment to broadening its product portfolio.
Google's Largest Pixel Launch to Date
The Pixel 9 series, including the Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and the Pixel 9 Pro Fold, represents Google’s most ambitious smartphone launch to date. The introduction of the Pixel 9 Pro Fold, Google’s second-generation foldable phone, comes as a surprise, particularly after industry speculation suggested that Google might skip this iteration.
The new Pixel phones feature a squared-off design, moving away from the curved glass screens that characterised previous models. This design shift brings the Pixel series closer in style to the iPhone, with a focus on durability and a more refined aesthetic.
The devices will be powered by the Tensor G4 chipset, Google’s fourth-generation custom silicon. Early benchmarks indicate that performance improvements may be modest, which could temper consumer expectations. Hardware specifications include 12GB of RAM for the base Pixel 9 model, while the Pixel 9 Pro Fold will come equipped with up to 16GB of RAM.
Display-wise, the Pixel 9 and Pixel 9 Pro will sport 6.3-inch screens with colour options including porcelain, obsidian, rose, and green. The Pixel 9 Pro XL will offer a larger 6.73-inch display, while the Pixel 9 Pro Fold will have a 6.3-inch external screen and a 7.6-inch internal panel. The Pro models are expected to deliver exceptional brightness, with peak brightness reaching up to 2,050 nits and a dynamic 120Hz refresh rate across the lineup.
Battery performance is expected to be a strong point for the Pixel 9 series, with batteries ranging from 4,700mAh to 5,400mAh. The Pixel 9 Pro Fold will include a 4,800mAh battery, positioning it ahead of competitors such as the Samsung Galaxy Z Fold 6 and OnePlus Open in terms of battery capacity.
The camera systems on the Pixel 9 series are set to receive noteworthy upgrades. The primary cameras on the Pixel 9 and Pixel 9 Pro are expected to feature Samsung's GNK sensor, a 1/1.3-inch sensor introduced late last year. The Pixel 9 Pro Fold, however, will retain the 64-megapixel Sony IMX787 sensor from the original Pixel Fold. Ultra-wide cameras will vary, with the Pixel 9 featuring a 64-megapixel Sony IMX858 sensor, while the 9 Pro and 9 Pro XL will use a more advanced 50-megapixel Sony sensor. The Pixel 9 will not include a telephoto lens, whereas the Pro and Pro XL models will feature a 50-megapixel telephoto lens.
A key feature of the new Pixel phones will be satellite connectivity, made possible by Samsung's latest modem integrated into the system on chip. Google is also enhancing its AI capabilities, introducing a new studio app that utilises generative AI for creative tasks, including a feature that allows users to integrate selfies into group photos. The Pixel 9 series will be launched with Android 14, with an upgrade path to Android 15. Storage options will vary, with the base Pixel 9 offering 128GB, 256GB, and 512GB variants, while the Pro models will come in 128GB and 512GB configurations.
Google’s Strategic Focus on the Indian Market
India is expected to play a pivotal role in Google’s strategy for the Pixel 9 series. Following the announcement that the Pixel 8 line would be manufactured in India, it is anticipated that the Pixel 9 models may also be produced locally. This move, along with new partnerships for offline distribution through Reliance, signals a significant effort to increase the Pixel’s market presence in India, where over 50 per cent of shopping is still done offline.
Google’s intensified focus on the Indian market comes at a time when the company is facing significant antitrust scrutiny in multiple regions, including the United States and India. Recently, a U.S. court ruled in favour of an antitrust case brought by the Department of Justice, accusing Google of monopolistic practices in the search engine market. Similar concerns have been raised by the Competition Commission of India (CCI), which has been investigating Google’s practices within the Indian market. The CCI has already mandated the unbundling of Google’s search engine and other apps from Android smartphones, allowing consumers to choose their preferred services.
Despite these efforts, Google’s Pixel smartphones have struggled to gain traction in India, holding just 0.1 per cent of the market. Industry analysts, such as Faisal Kawoosa, Founder and Chief Analyst at TechARC, remain sceptical about the impact of a stronger focus on the Pixel brand in India. "Google’s reliance on other OEMs is unlikely to diminish in the near future. Even with a push to increase Pixel sales in India, the antitrust issue may not be as significant here. The CCI has already unbundled search and other apps on Android smartphones, and consumers now 'consent' to it. So, technically, they choose," Kawoosa explained.
However, Google’s intensified focus on India is viewed positively. Prabhu Ram, Vice President of Industry Intelligence Group at CyberMedia Research (CMR), commented, "Google is finally recognising the immense growth potential of India’s smartphone market. With only 0.1 per cent of market share, Google is making concentrated efforts to expand its focus in India. A robust marketing strategy, coupled with an extensive service network, will be essential to building brand loyalty and trust."
There are concerns about Google’s ability to price the new Pixel models competitively. The Pixel 8A line faced criticism for its pricing strategy, and it remains uncertain whether Google can offer the Pixel 9 series at prices that appeal to the Indian market, alongside financing options that could attract more consumers.
