The rivalry between Google and Apple is entering a new phase as both companies prepare their flagship smartphones for 2025. With the Google Pixel 10 series already unveiled and the iPhone 17 Pro expected in September, attention is focused on how the two devices will compete for the top of the premium market.
The comparison extends beyond design and hardware to the role of artificial intelligence. The Pixel 10 represents Google's latest step in combining its in-house silicon with the Gemini AI platform, while Apple is preparing to release the iPhone 17 Pro with a new A-series processor and the rollout of iOS 19. Both models aim to set benchmarks for high-end devices, appealing to brand loyalists as well as potential switchers.
Release Dates and Market Timing
Google introduced the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL and the foldable Pixel 10 Pro Fold at its Made by Google event on 20 August 2025. Shipments for the main models began on 28 August, with the foldable scheduled to arrive on 9 October, according to The Verge.
Apple is expected to launch the iPhone 17 range in early September. Reports suggest an announcement on 9 September, with pre-orders from 12 September and availability from 19 September, Macworld reported. This timetable places Apple only weeks behind Google, ensuring direct overlap in the premium smartphone market.
Hardware Highlights and Specifications
The Pixel 10 series is powered by the new Tensor G5 processor. Google says the chip delivers a 60 per cent faster TPU and a 34 per cent faster CPU compared with its predecessor. The Pro models include Qi2 magnetic wireless charging, seven years of guaranteed software updates and a triple-camera system with up to 100× zoom through AI-assisted image reconstruction.
The Pixel 10 Pro Fold introduces a redesigned hinge made from aerospace-grade aluminium and has IP68 water and dust resistance, a first for Google's foldables. It features dual high-brightness displays: a 6.4-inch external panel and an 8-inch internal screen.
Apple's iPhone 17 Pro has not yet been released, but analyst reports suggest it will feature a 6.3-inch display, the new A19 Pro chip and 12 GB of RAM, the largest allocation ever in an iPhone. The camera system is expected to include three 48-megapixel lenses, with a telephoto offering up to 8× optical zoom. Reports also point to 8K video recording, a new anti-reflective, scratch-resistant display coating and reverse wireless charging.
AI Capabilities and Software Features
Google has integrated its Gemini AI throughout the Pixel 10 line. The Magic Cue tool provides contextual information, such as displaying flight details during airline calls or inserting calendar alerts into messages. The feature runs entirely on-device, which the company says improves privacy. Photography tools such as Camera Coach, Best Take and voice-command editing further highlight Google's focus on AI as a practical assistant, according to The Guardian.
Apple's approach centres on Apple Intelligence within iOS 19. The update is expected to deliver advanced translation in Messages and FaceTime, new generative tools and enhanced visual recognition, according to CraftbyMerlin. While the A19 Pro chip with 12 GB RAM may not match Google's AI-focused hardware, Apple's strength lies in refining its ecosystem so that intelligence tools operate seamlessly across devices.
Market Outlook
The Pixel 10 series and iPhone 17 Pro reflect two distinct strategies. Google has moved first, releasing devices that emphasise AI-driven features, extended software support and bold hardware innovations, including a foldable model. Apple, by contrast, is preparing a device that prioritises camera improvements, design refinements and consistency across its ecosystem.
Both smartphones are positioned as flagship leaders for 2025. Google's Pixel 10 range is already in circulation, while Apple's iPhone 17 Pro is due within weeks. Together, they illustrate how artificial intelligence and hardware advances are shaping the next generation of premium smartphones, leaving consumers to decide which approach best suits their needs.
