Alphabet Inc. launched its new Pixel 11 series of smartphones on Wednesday, placing the most autonomous version of its Gemini AI model at the device's core. This move comes just weeks before Apple is expected to unveil a revamped Siri, which will also be powered by Google's AI technology.

The new lineup includes the Pixel 11, Pixel 11 Pro, Pixel 11 Pro XL, and Pixel 11 Pro Fold. However, Google's hardware messaging this year is heavily focused on the Gemini Intelligence system. This suite of AI features is designed to understand a user's actions on their phone and execute tasks across different applications.

For example, Gemini Intelligence can synthesize information from messages, calendars, maps, and other Google services to recommend or directly perform actions like checking availability, comparing travel options, or booking a restaurant. Google is also expanding AI capabilities that run directly within the phone's operating system, removing the need for users to open a separate chatbot.

Rick Osterloh, Google's head of devices, stated in an interview that the company believes AI could fundamentally change how people use smartphones. "The way we use laptops and phones hasn't changed much in the last 10 to 15 years," Osterloh said. "But we believe that is about to undergo a major transformation." He described Gemini Intelligence as "a new model of human-computer interaction," leveraging agent capabilities to allow users to "not just look up information, but also get things done directly."

This launch places Google in a unique position, as it will now compete directly with one of its most important AI customers. Apple is rebuilding Siri based on Google's Gemini models, with the core goal being largely the same as what Google is demonstrating on the Pixel: understanding personal information, recognizing on-screen content, and executing actions across different apps. When asked if the Pixel could showcase the model's capabilities before Gemini is integrated into the iPhone, Osterloh denied that the two experiences would converge.

"It's clear that Pixel and iPhone are heading in very different directions," Osterloh said. "Leading with new technology has always been the core of Pixel's product strategy, especially with Gemini and AI-related features." He cited scam detection, the Rambler voice transcription technology, and the deep integration of Gemini within the Android system as examples of Google's differentiated experience. "These are all unique capabilities of the Android and Gemini Intelligence ecosystem," he said. "To experience these features, users need to get a Pixel or another Android device."

Both companies face the same central question: whether increasingly powerful AI is enough to convince consumers to upgrade their phones. Osterloh acknowledged that AI is not yet the primary reason for users to upgrade, but he noted that its importance in consumer upgrade decisions has risen significantly in recent years. Data from market research firm Counterpoint shows that AI currently ranks roughly sixth or seventh among reasons for consumers to upgrade. With the advancement of Gemini and Apple Intelligence, the latest surveys show that ranking has risen by one or two places.

Tarun Pathak, a research director at Counterpoint, believes that creating compelling use cases and raising public awareness are key to converting potential interest into actual upgrade behavior. He expects Apple Intelligence to be a catalyst for an iPhone upgrade cycle, noting that Apple has a larger installed base of phones capable of running generative AI than any other brand. Google's long-term vision is for Gemini to occupy a more central position in user device interaction. "We believe its importance will continue to grow, and it could even become the primary way people interact with phones, laptops, and other devices in the future," Osterloh said.

Meanwhile, Google is also facing industry-wide pressure from rising hardware costs due to a shortage of memory chips. "The memory shortage is very obvious, with tight supply for both RAM and flash memory," Osterloh said. He stated that the tight supply is forcing consumer electronics companies to raise prices, and Google's own devices will also face further cost pressures. "In the short term, almost all manufacturers have to raise product prices," Osterloh said. "We have also stated that, like other players in the industry, our product prices will also increase."

The new generation of Pixel represents Google's first major test of whether a highly autonomous AI assistant can truly change smartphone usage habits. Apple will soon make a similar bet, but with a much larger installed base of devices. According to Counterpoint data, Apple has the world's largest installed base of smartphones that are compatible with generative AI that have already reached consumers.