Google marked 10 years of Pixel on Wednesday, using its ‘Made by Google’ event as the perfect stage to take a swipe at Apple’s AI shortcomings. From Jimmy Fallon hosting the show to repeated digs at the 'A-word,' here is a quick roundup of everything unveiled at the Pixel 10 launch.

What all happened?

The event started with a few shorts of different internet and sports personalities including F1 racer Lando Norris, singer-musician trio Jonas brothers, and 5-time NBA winner Stephen Curry, mixed with AI-generated videos of characters produced by Google’s Veo 3.

Later, Rick Osterloh, SVP – Platforms and Devices, Google during his fireside chat dropped some sneak peeks on what Google is building next – personal intelligence. Google is focussed on expanding Gemini as an ‘Agentic Universal AI Assistant.’

This is set to be more contextual, personal, anticipatory yet private to every user. Osterloh shared that, this assistant will be available across Google devices – from phones, to buds, watches, to now cars, TVs, smart displays at homes and soon glasses. A huge dig at Apple and Meta at the same time.

Finally, once all the demos were done, the day ended with a Jonas brothers’ single shot on Pixel 10, seemingly imitating the Apple’s marketing strategy, with pricing announcement following the premiere of the video.

What all was announced?

As Fortune India had anticipated earlier, Google dropped 7 Pixel devices today, including phones, watch, buds, and accessories.

The lineup included Pixel 10, Pixel 10 Pro and Pro XL, Pixel 10 Pro Fold, Pixel Watch 4, Pixel Buds 2a, and Pixel Snap charger.

The pricing is as expected for the U.S. market, as the Pixel 10 base variant starts from $799, Watch 4 starts from $349 for the smaller size iteration.

Osterloh revealed that Pixel 10 Pro and Pro Fold users will get one full year AI Pro access for free including all Gemini, Veo 3, NotebookLM, and Flo capabilities.

Customisation is a key feature for Pixel phones this year with users getting ability to change everything of the device according to their preferences. The devices will be available in four colours – Moonstone, Jade, Porcelain, and Obsidian.

There are some interesting features on offer as well including easy non-Google brand to Pixel data switch, Gemini Live on live camera, 100x Pro Res Zoom, something that is particular to Google’s camera capabilities, and Camera Coach. All of this is set to be powered by, as Fortune India had reported, Tensor G5 chip.

Google also claimed that the AI capabilities of the phones are all on-device meaning more private intelligence.

First final thought?

While stay tuned for a detailed explainer on what these announcements actually mean, the ‘Made by Google’ event seemed to be bold and Google’s biggest ever bet on its device lineup. What is something worth waiting for is Google’s smart glasses iteration. Additionally, Gemini is the leading USP for Google and despite its partnerships with other smartphone makers, Gemini will only seem fully capable on a Pixel device, that is for sure.