Google is poised to maintain its pricing strategy for the upcoming Pixel 10 Pro lineup, including the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold, keeping them at levels comparable to last year’s Pixel 9 series, according to a freshly published report. Google is looking to go head-to-head with Apple with its latest Pixel lineup launching just weeks before Apple's annual fall event. With the pricing remaining unchanged, it could offer an advantage to Google, as Apple looks to increase prices of the iPhone 17 range.
Recent listings across retailers in the United States, Canada, and Europe suggest that the Google Pixel 10 may be priced at $799 (128GB), the Pixel 10 Pro may be priced at $999, Pixel 10 Pro XL may be priced at $1,199 (256GB), and Pixel 10 Pro Fold may be priced at $1,799 (256GB).
Strategically, these stable price points could give Google an edge ahead of Apple’s iPhone 17 series, anticipated to see a $50 price bump, albeit with upgraded base storage from 128GB to 256GB.
While Apple’s price increase may balance out with improved storage, Google’s unchanged pricing might offer a subtler but clearer value proposition.
Additionally, Google is expected to bolster its device appeal not just via competitive hardware pricing but through advanced AI features, likely powered by its Gemini AI platform. Reports also hint that the Pixel 10 Pro Fold might face delays, which could shift the focus to the three more conventional models during launch.
The Pixel 10, Pixel 10 Pro, and Pixel 10 Pro XL are all expected to launch during Google’s "Made by Google" event on August 20 and go on sale by August 28, the Pixel 10 Pro Fold is now reportedly slated to arrive around October 9.
