By Chris Welch, Bloomberg
Alphabet Inc.’s Google introduced its latest entry-level Pixel smartphone, hoping that new AI software capabilities, minor hardware refinements and an unchanged $499 price can make up for an otherwise iterative update.
The Pixel 10a is available for preorder now with shipments starting March 5, Google said in a statement on Wednesday. Like other recent Pixel phones, the 10a will receive seven years of software and security updates. It will be offered in a range of colors including fog (light green), obsidian (black), berry (red) and lavender.
The company is also releasing matching green and red versions of its $129 Pixel Buds 2a earbuds. The new phone can be purchased directly from Google or through carrier partners.
The Pixel 10a arrives before Apple Inc. is set to introduce a new budget-friendly model of its own, the iPhone 17e. That device is expected to make its debut in the near future, with a $599 price matching last year’s iPhone 16e. If Apple holds steady on pricing, that would give Google room to persuade shoppers that the Pixel 10a offers more value for $100 less.
Google’s latest handset has a modestly brighter display than last year’s Pixel 9a and uses more recycled materials in its aluminum frame and plastic back. But other than fresh colors, a flatter back and slightly faster wireless charging (10 watts, up from 7.5), there aren’t many significant hardware upgrades.
Of note, the 10a lacks the “PixelSnap” magnetic Qi charging that was a signature feature of the Pixel 10, Pixel 10 Pro and Pixel 10 Pro Fold, an omission that could be disappointing to some shoppers. Google described this as a cost-cutting measure necessary to maintain the $499 price. Apple, meanwhile, is expected to bring MagSafe charging to the iPhone 17e after omitting it from the 16e.
The 10a’s completely flat back is a rarity among smartphones, most of which have substantial protrusions that house their camera optics, causing those devices to wobble when placed on a table. The tradeoff, however, is that Google used smaller camera sensors than it did on its more premium handsets.
Another compromise: The 10a’s display are still thicker compared with the higher-end, sleeker-looking Pixel 10 Pro, though Google claims they’ve been shaved down slightly.
Inside, the 10a uses the same Tensor G4 chip that powered last year’s 9a, and the 48-megapixel primary camera is also a holdover. The phone continues to meet the IP68 standard for dust and water resistance, though its display is better at fending off scratches because it uses newer glass from Corning, Google said.
The lack of visible hardware upgrades isn’t a surprise: Google told Bloomberg last August that it generally tries to stick to the same overall design for at least three product generations.
Alongside the usual array of Pixel software tricks, Google is bringing a pair of artificial intelligence-based camera features, Auto Best Take and Camera Coach, to the A-series model after they first debuted on the more expensive Pixel 10 series last summer.
Auto Best Take analyzes different frames to detect when everyone in a group shot looks their best. (Or it makes a composite photo if there’s no clear winner.) Camera Coach scans the scene at hand at and offers tips for things like framing and composition before snapping a shot.
Another software upgrade from the previous A-series handset is that the 10a supports Satellite SOS, letting owners reach emergency services when outside the range of their cellular network. It can also AirDrop with Apple iPhones, Macs and iPads after Google last year implemented cross-compatibility with its similar Quick Share feature.
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