This article may contain personal views and opinion from the author.
Google has been gaining momentum with the Pixel series for the past couple of years. The Pixel 9 family got the company into the double-digit market share in North America (from 4.76% in September 2024 to 12.4% in October 2024). Clearly, Google is doing something right, don't you think?
I thought so, too, and I was waiting for the Pixel 10 series to land with excitement and a certain level of hype. Well, not Jimmy Fallon-level excitement, but still, I was pretty keen on watching the Made by Google event, not just as a journalist, but as a fan, too.
To be honest, I found most of the upgrades, or the lack thereof, bewildering and a bit boring. At least in the beginning. But then it hit me. Smartphone innovation lies elsewhere nowadays, and Google made sure to tweak the Pixel 10 where it really mattered.
There's one feature that will help the Pixel family take the fight to the big boys and challenge Apple and Samsung in the years to come. It's not the new camera features, or the PixelSnap accessories, or even the AI magic on board, although the last one is a consequence of that one core feature.
It's the new Tensor G5 chipset. And before you throw the latest Geekbench scores in my metaphorical face, let me explain. There's something deeper going on.
CPU and GPU scores don't paint the full picture anymore
Well that's unimpressive, right? | Image by Geekbench
When we talk about smartphone performance, most people think of benchmarks such as Geekbench, 3DMark, or AnTuTu. These have been kind of an industry standard and go-to metrics even for the companies themselves.
The fact of the matter, however, is that these metrics, especially the CPU and GPU ones, often don't tell us much about the real-life performance of a smartphone. There are many reasons for this.
First, app developers try to optimize their products to run on as many devices as possible. It's just the business model; more devices generally means more profit. There are almost no apps that are designed to take full advantage of the processing power of a flagship smartphone, barring some games.
Second, the long software support cycles the big trio is currently doing (Apple, Samsung, and Google) increase the pressure to make the software compatible and run smoothly on older devices.
Recommended Stories
We have two- to three-year-old phones from these brands performing consistently and on par with the latest models. But if you take a look at the synthetic benchmarks, the scores of these older devices are 30-40, sometimes 50%, lower than the scores of the latest flagships. They don't feel twice as slow, though. What gives?
The truth is that smartphones are (and have been for some time now) plenty fast when it comes to regular CPU and GPU tasks.
There's a new metric that's still under the radar (even though companies are trying to push it into the open) that is going to be much more important in the future.
Tensor G5's TPU—what it is and what it does?
Google's Trillium TPU is the backbone of Gemini on the Cloud | Image by Google
I know this is quite technical, but let's try to skip the boring stuff and get to why it really matters. When language models (LLMs) became a thing a couple of years ago, there was a new demand for a different type of computation.
LLMs use neural networks and machine learning to do their magic, and these require a lot of power on regular CPU and GPU units. Google (and other companies) started to develop a specialized silicon, optimized to do these computations.
Google's version of that silicon is called TPU (tensor processing unit) and, in fact, has been a core component of the company's data centers, especially after the rise of Gemini. These TPUs outperform normal CPUs and GPUs when it comes to AI tasks, sometimes by orders of magnitude.
What's important here is that Google has baked some of that TPU expertise and magic inside the Tensor chip. It's not only capable of on-device AI tasks, but it performs much better communicating with its bigger siblings inside Google's data centers, as they share the same algorithms and instructions.
60% increase in TPU performance is huge
Tensor G5 is bringing the most powerful on-device TPU | Image by Google
I know I've said benchmarks don't matter, but this one's different. We all saw the AI part of the Made by Google presentation and all the new stuff Pixels can do. Some of it was glittered over a bit, but it generally gives us a glimpse into the future.
AI is changing the way we interact with and use our phones. And while high Geekbench CPU scores or high 3DMark scores might not translate into real-life advantages, a 60% increase in TPU performance should be, and will most likely be, felt on the new Pixels.
Smartphones are quickly moving away from just opening, running, and closing apps to performing these complex machine learning computations, and Google is making sure Pixel phones are future-proof in that regard.
Pixel phones built for the future
AI is changing the way we use our phones | Image by Google
Some of you might point out that Snapdragon chips have their own dedicated neural network processing unit (NPU), and Apple silicon does too. There's a subtle difference, but it might play out in Google's favor in the long run.
Most Android phones are adopting Gemini as a go-to LLM, or at least they have it on board alongside whatever on-device model they are running. Even though Samsung is trying to push its own AI system (Galaxy AI, which uses Nvidia silicon in the cloud), Gemini is now integrated into most of the Galaxy lineup.
Apple is still lagging behind with Apple Intelligence and relies on ChatGPT help for most of the workload. There's a strong possibility for Gemini to become the predominant LLM on smartphones, and if this happens, Pixel phones will have a huge advantage.
The Tensor G5 and its successors will run Gemini much more efficiently, especially on-device. Snapdragon and Apple silicon might not have the same advantage, especially if Gemini wins the AI war, and even though those chips are faster on paper, in the long run Tensor silicon has better prospects.
I know there are a lot of "if"s in this article, but the writing's on the wall. I think Google has placed its chips on the right number (pun intended) and will reap the benefits in the future.
What do you think about it? Do you think Pixel phones are a real threat to iPhones and Galaxy phones due to their AI potential, or will Samsung and Apple get their game together and retaliate?
Grab the Galaxy S25 + 2 Yrs Unlimited – only $30/mo from Mint Mobile
Mariyan, a tech enthusiast with a background in Nuclear Physics and Journalism, brings a unique perspective to PhoneArena. His childhood curiosity for gadgets evolved into a professional passion for technology, leading him to the role of Editor-in-Chief at PCWorld Bulgaria before joining PhoneArena. Mariyan's interests range from mainstream Android and iPhone debates to fringe technologies like graphene batteries and nanotechnology. Off-duty, he enjoys playing his electric guitar, practicing Japanese, and revisiting his love for video games and Haruki Murakami's works.
A discussion is a place, where people can voice their opinion, no matter if it
is positive, neutral or negative. However, when posting, one must stay true to the topic, and not just share some
random thoughts, which are not directly related to the matter.
Things that are NOT allowed:
Off-topic talk - you must stick to the subject of discussion
Offensive, hate speech - if you want to say something, say it politely
Spam/Advertisements - these posts are deleted
Multiple accounts - one person can have only one account
Impersonations and offensive nicknames - these accounts get banned
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts:
New accounts created within the last 24 hours may experience restrictions on how frequently they can
post or comment.
These limits are in place as a precaution and will automatically lift.
Moderation is done by humans. We try to be as objective as possible and moderate with zero bias. If you think a
post should be moderated - please, report it.
Have a question about the rules or why you have been moderated/limited/banned? Please,
contact us.
FCC OKs Cingular\'s purchase of AT&T Wireless
Things that are NOT allowed:
To help keep our community safe and free from spam, we apply temporary limits to newly created accounts: