What you need to know
- Google usually announces products in October, but the company sent out surprise invitations to a Made by Google event in August this week.
- Additionally, Google bucked a growing trend when it decided not to announce or show new devices at Google I/O 2024 last month.
- Google can try to streamline its product announcements, prevent leaks and beat competitors with the early event.
Technology product launches are nothing if not consistent. Samsung holds biannual Galaxy Unpacked events in summer and winter, Apple holds iPhone announcements in September, and Google holds Pixel events in October. At least, that was the launch cycle until Google surprised us all by announcing a Made by Google event in mid-August. The invites went out earlier this week, and it’s definitely the launch event for the Pixel 9 series.
Media invites explained that the Made by Google event was happening on Tuesday, August 13 at Google’s Mountain View headquarters. There’s a keynote scheduled for 10:00 p.m., and attendees will have hands-on time with the products afterward. But the surprise is about the date: Google didn’t host a Made by Google event until October 4 last year.
Many of them could be announced at the Made by Google event, including up to four smartphones. Three regular Pixel 9 series devices can be revealed, as well as a Pixel Fold successor. Additionally, Google may release multiple Pixel Watch variants for the first time ever. If that wasn’t enough, there’s always the chance that Google will surprise us with something else.
The Pixel Tablet may be due for an update, and Google hasn’t touched the Nest hardware in a while. Additionally, there are devices that rumors and leaks have suggested are on the way, such as a new version of Chromecast with Google TV 4K. The Pixel 9 and Pixel Watch 3 models feel like virtual locks for a debut at the Made by Google event, but there could be more.
Android 15 may also be revealed further at the event as the Pixel 9 series will be the first smartphone to get the updated operating system. But why is the event coming almost two months earlier than usual? We don’t know for sure, but there are a few reasons why Google might have jumped the gun on the Pixel 9 series launch.
Google did not announce the device at Google I/O
This year, Google I/O 2024 was all about software. It’s a developer conference, but this is the first time in a while that no hardware products were previewed or announced at I/O. If you remember, the Pixel Tablet was shown at I/O 2022 and then released after I/O 2023. Google also announced the first Pixel Fold at I/O 2023.
It would make sense for Google to maintain a steady release cycle by refreshing the Pixel Fold and Pixel Tablet at subsequent I/O conferences. That didn’t happen this year. Instead, it’s possible that Google wants to limit major Pixel hardware releases to a single event. This could give us a reason why Google is said to be calling the successor to the Pixel Fold the Pixel 9 Pro Fold, as opposed to the Pixel Fold 2.
In a way, this strategy is sound. Google’s hardware releases are spread out, with the A-series Pixel, Pixel Tablet, and Pixel Fold typically releasing sometime in May. Next, the flagship Pixels and Pixel Watch will be released in October. This approach means that there are new Pixel devices released approximately every 6 months.
August is right in between May and October, so if Google wants to consolidate its product releases, August would be the month to do it. As such, I wouldn’t be surprised if we see a number of hardware releases at the Made by Google event. If this is indeed Google’s plan, buyers will be able to get a look at the full Pixel ecosystem every summer.
Google may be ahead of Apple Intelligence
By moving the Made by Google event to August, Google is moving ahead of Apple’s annual September event. There’s no way to know if this was intentional or just a coincidence, but there are clear advantages to this move. Google was the first to create an “intelligent AI” with the Pixel 8 and Pixel 8 Pro last year, and with Apple Intelligence on the horizon, it will have to work hard to stay ahead of the mobile AI race.
Google has a number of artificial intelligence features bundled with Android 15, including AI-based spam call detection and automatic theft detection. There are many more related to Gemini, Circle in Search and other features. Android 15 will be released publicly first on the Pixel 9 series, so Google can get ahead of Apple Intelligence by moving up the date of the Made by Google event.
Google may also debut new AI features that are exclusive to the Pixel 9 series. There’s a chance to set the bar before Apple Intelligence and the iPhone 16 series are released, and that’s a huge benefit of having an event in August .
Finally, the company could be trying to cut down on leaks by releasing the Pixel 9 series earlier. Recent Pixel releases have been plagued by leaks, with almost all details about the devices becoming available before they’re even announced. Shortening the release cycle gives users less time to gather information. However, this is probably the least likely of the possible reasons for the August event. Companies always try to limit leaks, but they usually don’t change their plans because of them.
Of all the possible reasons for moving Google’s event to August, I think the release schedule makes the most sense. There have been hints that Google wanted to consolidate its product releases, and the lack of launches at I/O was a telltale sign that the company is shaking things up.