Google Announces August Event, Eyes Folding Phone Competition with Key Upgrades
Google has confirmed its annual “Made by Google” event will occur on August 20, 2025. The showcase is expected to formally introduce a full suite of devices including the Google Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and crucially, the anticipated Pixel 10 Pro Fold—Google’s next-generation foldable smartphone. Industry observers anticipate that the Pixel 10 Pro Fold will directly compete with Samsung’s Galaxy Z Fold 7, given the established rivalry between the two companies as leading Android device manufacturers. To challenge Samsung’s dominance in the folding phone market, analysts believe Google must prioritize significant enhancements for its forthcoming device.
Recent reviews of the Pixel 9 Pro Fold highlighted its strengths as a capable and versatile device within the folding smartphone category. However, limitations were noted concerning its dual-screen functionality at launch; only two such features—a real-time translator for in-person conversations and a camera preview display—were initially available. The current model retails starting at $1,799 (USD), £1,799 (GBP), and AU$2,699 (AUD), fueling expectations for increased value in the next iteration.
Three key areas are identified as crucial for Google to elevate the Pixel 10 Pro Fold’s competitive standing. Firstly, richer dual-screen features are desired—such as simple games leveraging both displays or animated wallpapers triggered upon unfolding the device. Secondly, Google needs to improve utilization of the internal display. While matching the Galaxy Z Fold 7’s raw processing power may prove challenging, optimized software and intuitive user interfaces represent a significant avenue for differentiation. Drawing inspiration from upcoming iPadOS updates and incorporating desktop-like functionality could enhance productivity on the unfolded screen.
Thirdly, Google must address criticisms surrounding the Pixel 9 Pro Fold’s camera system. Although functional with its ultra-wide and telephoto lenses, the main camera’s image quality was deemed inferior to that of standard Pixel models, resulting in less vibrant and detailed photographs. While recognizing physical constraints inherent in folding phone designs, Samsung has demonstrated the feasibility of integrating flagship-caliber cameras into such devices.
Beyond performance, a critical area for improvement is device thinness. Early folding phones exhibited considerable bulk when folded; however, subsequent generations like the Galaxy Z Fold 7 have significantly slimmed down, measuring just 8.9mm thick when folded and a remarkably slender 4.1mm unfolded. The Pixel 9 Pro Fold’s thickness of 10.5mm (folded) and 5.1mm (unfolded), while not excessive, underscores the need for Google to follow the trend established by Chinese manufacturers like Honor and Oppo in pursuing thinner designs—a factor increasingly important in consumer preference.
