Google has traditionally offered only two flagship Pixel phones yearly – a standard model and a Pro variant. However, the company plans to introduce three Pixel 9 series phones in 2024. A reliable leaker, OnLeaks, recently revealed renders showing three different Pixel 9 variants: a standard Pixel 9 with two rear cameras, a smaller Pixel 9 Pro, and a larger Pixel 9 Pro (essentially a Pixel 9 Pro XL).
With the addition of this new model to the lineup, the question of pricing immediately comes to mind. It seems inevitable that prices will increase, either shortly or further down the line. If Google maintains the exact pricing as the 2023 Pixel 8 ($699) and Pixel 8 Pro ($999), there would still be room for a smaller Pixel 9 Pro to fit in at around $849 or $899, providing a solid middle ground in terms of features and price.
However, another possibility is that introducing the small Pixel 9 Pro could push the XL model into the ultra-premium pricing segment (around $1,100 or higher). This would place it in the same territory as the Samsung Galaxy S24 Ultra and iPhone 15 Pro Max. In recent years, a hyper-premium trend has emerged, with manufacturers like Apple, Samsung, Sony, and others seeking to increase their profit margins in the face of declining shipments. The ultra-premium segment is where the big money lies in the smartphone market, and it’s understandable that Google might want a piece of that pie, too.
The move from two to three Pixel flagship phones could potentially result in an ultra-premium XL model in the longer term. However, positioning an ultra-premium Pixel that’s not foldable could be a significant challenge for Google as a new entrant. Although the Pixel 8 series saw price hikes of at least $100, Google has generally undercut flagship rivals with recent generations of Pixels. Customers who bought previous Pixel flagships for aggressive pricing (and pre-order benefits) might understandably balk at a hyper-premium Pixel 9 Pro XL.
Additionally, Google has a different popularity, availability, and repair channels than Apple and Samsung, further complicating any attempt to go super-expensive. The company’s track record with bugs, hardware defects, and quality assurance testing has been challenging for many years. However, improvements have been seen with the Pixel 7 and 8 series. An ultra-premium phone demands an ultra-premium treatment, and Google might not be the most obvious candidate to provide that.
Furthermore, an ultra-premium approach could be challenging due to Google’s use of its perennially underperforming Tensor chipsets. While it’s easy to forgive a flagship phone’s less-than-stellar performance and connectivity at a lower price point, asking people to pay top dollar for comparatively poor connectivity and performance would require Google to make it worthwhile in other areas.
It’s worth noting, however, that Google has previously taken a more premium approach to its high-end phones. For example, the Pixel 3 series retailed for $799 and $999 in 2018, while the Samsung Galaxy S9 and S9 Plus were cheaper at $720 and $840, respectively. So, while Tensor-equipped Pixels have generally opted for more aggressive pricing, it’s clear that Google was never afraid to come in at a higher price than Samsung.
Introducing three Pixel 9 phones will undoubtedly have long-term ramifications for pricing at the top end. Still, the vanilla Pixel 9 might not be left unscathed either. Google may strip the Pixel 9 of a few features to make the Pro phones stand out even more. The company’s treatment of the Pixel 8 could be better in this regard. In addition to expected cutbacks like the periscope camera, charging wattage, display resolution, and UWB, the Pixel 8 also lacked Pro features like the Gemini Nano AI model (thankfully coming later this year), the Video Boost feature, and the upcoming Zoom Enhance capability.
It’s not a stretch to imagine that Google could strip back a few more features from the base Pixel 9 in the name of market differentiation. If this happens, a stripped-back Pixel 9 might become less desirable than the upcoming Pixel 8a. Google’s A series phones have become great mid-range devices in their own right. Sure, the $500 Pixel 7a doesn’t have the fastest charging or a 120Hz screen. However, you still get a flagship-grade chipset, one of the best camera phones on a budget, and extras usually reserved for the high-end (like water resistance and wireless charging). Taken together, it’s easy to see why many might opt for the Pixel 8a instead of paying $200 extra for the Pixel 8. Google can’t afford to make this same mistake with the Pixel 9 and Pixel 8a.
While Android Authority readers who took a recent poll feel that three Pixel 9 phones are better than two (which is understandable, as a pocket-friendly Pixel 9 Pro with specs mainly in line with the Pixel 9 Pro XL could be a significant boost for the Pixel line), it feels like Google is on an upward trend for Pixel flagship pricing. The real question is: when will we see the price hike? Will it be with this year’s Pixel 9, or potentially a year later when Google could launch Pixels with its in-house chipset for the first time, as rumors suggest?
Overall, while the addition of a third Pixel 9 model might be exciting for consumers, it’s clear that pricing will be a crucial factor in determining the success of Google’s flagship lineup. As the company navigates the ultra-premium market and seeks to differentiate its models, it must balance offering compelling features and maintaining competitive pricing. Regardless of the specific pricing strategy they choose, it’s evident that the Pixel 9 series will be a pivotal moment for Google in the highly competitive smartphone market.