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Ben Wood, smartphone expert and lead analyst at CCS Insight, said US technology company Google will use its phone launch to leapfrog rivals and try to take the lead in the artificial intelligence (AI) and smartphone markets.
The US company is expected to launch its Pixel 9 series of smartphones in the evening, before Apple typically launches its next iPhone in September. Wood believes Google is trying to leapfrog rivals with new artificial intelligence tools.
Google wants to stay ahead of Apple
“It’s interesting that Google is holding this event in August, rather than the usual October. We think this is an effort to get ahead of Apple’s September iPhone launch, particularly around AI. Apple might be focusing on the iPhone for this reason,” Wood said. “It wouldn’t be surprising if we saw some overlap in potential uses for the new Pixel phones and the new iPhone,” he added, adding that an earlier announcement could allow Google to be the first to release new AI features, giving it a lead in the field.
Artificial intelligence tools have become a key battleground for innovation in the tech sector. Google previously launched Gemini, a generative AI chatbot, and the Pixel 9 series will be the company’s first phone built based on this tool. “Given that the camera now plays a central role in the decision to buy a new smartphone, we expect Google to continue to develop its ‘camera features’,” Wood said.
Google’s launch comes after Samsung added its own suite of artificial intelligence tools to its foldable phone lineup. Galaxy AI launched on new Samsung phones in January with tools that can translate and transcribe conversations for users and help with photo editing and other tasks.
In June, Apple launched Apple Intelligence, a plan to bring more AI features to the iPhone later this year, including a deal with ChatGPT maker OpenAI to integrate AI chatbots into Apple’s software.
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