Google’s new Pixel 11 puts Gemini at center of AI phone battle with Apple

Alphabet on Wednesday unveiled its new Pixel 11 smartphone lineup, putting its most agentic version of Gemini yet at the center of the devices just weeks before Apple is expected to roll out a rebuilt Siri powered by Google's AI models. The new lineup.

But Google's hardware pitch leans just as heavily on Gemini Intelligence — a suite of artificial intelligence features designed to understand what a user is doing on the phone and take action across different apps. For example, Gemini Intelligence can connect information from messages.

What Happened

Google is also expanding AI features that work directly inside the phone's operating system, rather than requiring users to open a standalone chatbot. Rick Osterloh, Google's devices chief, told CNBC in an exclusive interview that the company believes AI could fundamentally change.

• According to Counterpoint, it will be the largest base of generative AI-capable smartphones already in consumers' hands.

• Apple will soon make a similar bet with a far larger installed base.

• Google's new Pixel generation gives the company a first chance to test whether a more autonomous AI assistant can meaningfully change smartphone behavior.

Key Details

"But we think that's about to change dramatically." He described Gemini Intelligence as "a totally new way to interact with a computer," using agentic capabilities that allow users "not only to find out information but to get things done."

• "We've also discussed that we will need to raise ours, like all the other industry players."

• He said the squeeze is forcing consumer electronics companies to raise prices and indicated Google expects additional pressure on its own devices.

• Google is also navigating another industrywide pressure as a shortage of memory components pushes hardware costs higher.

Why It Matters

The launch also puts Google in the unusual position of competing directly with one of its biggest AI customers. Apple is rebuilding Siri around Google's Gemini models, with many of the same broad goals Google is now showcasing on Pixel: understanding personal.

• Google ultimately sees Gemini becoming far more central to how people use their devices.

• He expects Apple Intelligence to be a catalyst for iPhone upgrades, noting that Apple has more generative AI-capable smartphones already in consumers' hands than any other brand.

What Reports Say

Coverage of the story so far points to:

• Continued reporting by CNBC as more details emerge