Google launches Pixel 10a ahead of Apple iPhone 17e, limited upgrades, still priced at $499.

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Google, a subsidiary of Alphabet, launched the latest entry-level Pixel 10a smartphone on Wednesday, hoping to compensate for the relatively minor upgrade with new AI software features, modest hardware improvements, and maintaining the unchanged price of $499.

Google said in a statement on Wednesday that the Pixel 10a is now available for pre-order and will ship starting March 5. Like other recent Pixel phones, the Pixel 10a will receive seven years of software and security updates. The device will be available in multiple colors including light green, black, red, and light purple.

The company will also launch matching color versions of the Pixel Buds 2a earphones in green and red, priced at $129. The new phone can be purchased directly from Google or through carrier partners.

Alphabet Class A shares rose more than 1% during Wednesday’s trading, priced at $305.07.

Release before iPhone 17e

The Pixel 10a is launched earlier than Apple’s planned new entry-level model, the iPhone 17e. The device is expected to be released soon, priced at $599, the same as last year’s iPhone 16e.

Analysts believe that if Apple maintains this price, it will leave Google room to persuade consumers that the Pixel 10a offers better value for $100 less.

The Pixel 10a’s display is slightly brighter than last year’s Pixel 9a, and the aluminum frame and plastic back use more recycled materials. But apart from new color options, a flatter back, and a slightly faster wireless charging speed (up from 7.5W to 10W), there are not many significant hardware upgrades.

It should be noted that the Pixel 10a does not support the “PixelSnap” magnetic Qi wireless charging feature, which is a signature feature of the Pixel 10, Pixel 10 Pro, and Pixel 10 Pro Fold. Google stated this was a cost control measure to maintain the $499 price, and this omission may disappoint some consumers. Meanwhile, the market expects Apple to add MagSafe charging to the iPhone 17e, which was not present in the iPhone 16e.

Flat Back

The Pixel 10a features a completely flat back design, which is rare among smartphones, as most phones have a noticeably raised camera module to accommodate camera optics. However, the trade-off is that Google uses a smaller camera sensor than in its high-end models.

Another compromise is that the Pixel 10a’s screen bezel is still thicker than the higher-end, slimmer Pixel 10 Pro, though Google says the bezel has been narrowed.

Regarding internal specs, the Pixel 10a uses the same Tensor G4 chip as last year’s Pixel 9a, and continues with the previous 48-megapixel main camera. The phone still meets the IP68 dust- and waterproof standard, but Google says the screen’s scratch resistance has improved thanks to updated Corning glass material.

Media reports indicate that the lack of obvious hardware upgrades is unsurprising. Last August, Google told media that the company usually maintains overall design basically unchanged for at least three product generations.

In addition to common Pixel software features, Google is introducing two AI-based camera functions to the A series, both of which first appeared last summer on the more expensive Pixel 10 series.

Among them, Auto Best Take analyzes different photo frames to detect the best moment for each person in group shots; if no clear best picture is found, it can automatically compose a photo. Camera Coach analyzes the scene before shooting and provides suggestions on composition and framing.

Compared to the previous A series, another software upgrade for the Pixel 10a is support for Satellite SOS, allowing users to contact emergency services when without cellular coverage. Additionally, after Google added cross-platform compatibility to Quick Share last year, the Pixel 10a can now transfer files in AirDrop-like fashion with Apple’s iPhone, Mac, and iPad.

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