2025 Winners and losers: Google

Google's hardware division didn't have a particularly strong 2025, releasing new phones that didn't really stand out as particularly innovative. That's not the best strategy in any market, but it's particularly damaging in those outside the US where more makers are present.

And, sure, Google isn't primarily a hardware company, but it makes phones, earbuds, and smartwatches every year and fails to make a meaningful market impact against the likes of Samsung and Apple, its main rivals.

Still, Google's phones are getting better and better even if not always at an impressive pace. There are some winners, so let's look at them.

Winner: Google Pixel 10 Pro and 10 Pro XL

Google's Pixel 10 Pro XL is the flagship of the series, and the Pixel that most people will get this year. The smaller Pro won't be as successful as its bigger peer, but it is still a great phone by Google.

On paper, this year's Pros got a battery and chipset upgrade, but kept what was already working - the triple camera system, the screens, and the design are largely unchanged.

Google Pixel 10 Pro XL

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Google Pixel 10 Pro

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Winner: Google Pixel 10

Arguably the gem in the family is the vanilla Pixel though, the Pixel 10. This year, the base flagship got bumped up to a traditional triple camera system, matching the Galaxy S25 and one-upping the iPhone 17.

Technically, Google downgraded the main and ultrawide cameras from the Pixel 9 to add an unimpressive 10.8MP 112mm (5x) telephoto, but it still makes it a more versatile setup - three cameras is one more than two.

The Pixel 10 also got Pixel Snap (aka MagSafe) and a bigger battery, which made it look better than the Pixel 9, on paper. There's that phrase again. So why just on paper?

Google Pixel 10

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Winner: Pixel Snap

Not much to say here - the MagSafe-like feature is cool, and everybody wins when it's available on more devices.

Loser: Tensor G5

Google's latest in-house-developed chipset, the Tensor G5, wasn't anywhere near the Snapdragon 8 Elite and the Apple A18. Not only is it technically behind with a peak clock speed of below 4GHz, but we found that Pixel 10 phones were unable to keep its CPU cool enough to perform, leading to severe throttling.

And while all four Pixel 10 devices got a battery increase, we found that the three we reviewed had worse total battery life compared to last year's models, which used the Tensor G4. While that's partially resolved with a software patch released since, it's not a good look at all.

Loser: Google Pixel 10 Pro Fold

Google made a foldable this year, and it's not bad at all! It has a new, thinner, gearless hinge that reduces the crease and makes the phone feel tighter. The Pixel 10 Pro Fold is also the first fully dust-tight foldable with an IP68 rating!

However, Google's foldable kept the same uninspiring triple-camera system as the Pixel 9 Pro Fold. What's "pixel" about that? And, in a world where the Galaxy Z Fold7 is only 8.9mm thick when folded, and weighs 215 grams, the Pixel 10 Pro Fold feels like a 2018 foldable 10.8mm and 258 grams!

Google seems to be a bit lost with its foldable, seemingly just looking to have one, not to be unique or competitive. It lacks an identity.

Google Pixel 10 Pro Fold

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Loser: What is Pixel nowadays, anyway?

In fact that applies to Google's entire lineup of phones to different extents. They're called Pixels, after all, and they used to be very camera-centric devices. But these days, the Pixel phones are nowhere near the best cameraphones.

The Pixel has lost its way a little bit. And with aging camera hardware, glacial battery charging speeds, and an underwhelming new chipset, which impedes battery life (despite growing battery sizes), we'd say the Pixel lineup is in a bit of a crisis.

Winner: Google Pixel 9a

The Pixel 9a is the latest member in a series that's proven a perennial winner for Google. The midrange Pixel got a few important upgrades this year, namely a slight bump in screen size and a major one in battery capacity and endurance.

The Pixel 9a is a characterful midranger that comes in fun colors and is also well-priced. It's a worry-free type of smartphone, and it's a winner all around.

Google Pixel 9a

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