Top Tech: Google sets Pixel 10 launch date as Pixel 9 falls to new low price

Google has finally set a date for the new Pixel 10 launch. The tech giant has confirmed its annual Made by Google event will be held on August 20 in New York City, where it will showcase its latest Pixel devices including phones, watches and earbuds.

Chief among these is the new Pixel smartphone series, which is expected to include the Pixel 10, Pixel 10 Pro, Pixel 10 XL and Pixel 10 Pro Fold. The latest range is likely to follow a similar design to the Pixel 9 range, while its processing power will be upgraded with the Tensor 5 chip, according to the Daily Express.

Official details are being kept under wraps, so there’s no word yet on the price of the new models, but if history is anything to go by, we could expect the standard Pixel 10 to debut at £799 – the Pixel 9’s 2024 launch price. This matches the launch price of both the Apple iPhone 16 and Samsung Galaxy S25, but it’s still quite a price tag.

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However, ahead of the launch, prices for Google’s previous handset, the Pixel 9, have been dropping across the web. The biggest price cut we’ve seen is at Amazon, where an unlocked Google Pixel 9 256GB has been reduced from £899 to £597 – a £302 discount and a new low, according to price tracker camelcamelcamel.

There’s also a big drop on the 128GB model as it drops from £799 to £549, which could persuade shoppers not to hold out for the new model. Both deals are for the Obsidian black handset, with prices varying for the Peony, Porcelain and Wintergreen editions.

Amazon isn’t the only retailer tempting Google fans though, as Sky Mobile offers the Pixel 9 128GB for £21 when spreading the cost. The catch is that this price comes on a 36-month contract and has a £12 upfront cost.

It’s also worth noting that the price is just for the handset, so buyers must also take out a Sky data plan ranging from £0 for 100MB to £20 for unlimited. A more cost-effective option comes via Currys-back retailer Mobiles.co.uk, which is also throwing in free Pixel Buds A Series, Pixel Buds Pro 2 or Pixel Watch 3 with select plans.

A decent entry-level tariff is iD Mobile’s £24.99 per month plan, with £9 upfront. Although more expensive than Sky’s handset cost, this also comes with 100GB of data, so there’s no data add-on needed here.

Do remember that, like most providers, iD Mobile plans to raise its prices every April, with this tariff increasing to £26.49 from April 2026 and £27.99 from April 2027. This brings the total ownership cost to £635.76, making Amazon the most affordable option for those happy to buy outright.

Google has some stiff competition, though, with the new Samsung Z Flip7 due to launch on July 25. Sky is just one of the retailers tempting shoppers into getting their orders in early by throwing in a Galaxy Watch8 worth £319 and offering 512GB storage for the price of 256GB on its £35 plan.

But the Google Pixel 9 has won over Amazon customers, who have awarded it an average 4.4-star rating. One satisfied shopper said: “Excellent product. Has a sleek design and lightweight, lovely features and great value for money. It is also very easy to use.”

Another said: “Good all-round phone. Good, solid case. Clear screen with Android 14 but upgraded to 15. Includes Gemini AI software. Seems intuitive, but only time will tell how useful it is.”

The same buyer noted a downside, adding: “Only criticism is no SD card slot to increase memory. If you take and store a lot of photos you will have to keep transferring to another memory medium.”

While another five-star review said: “Brilliant. Phone feels quality, build is excellent. The transfer of data from a Samsung S21 was simple. The camera is excellent. OS is less fussy than Samsung.”