Google’s big Pixel event puts pressure on Apple’s iPhone 16

During Google’s Pixel phone unveiling, the company did something that made my tech journalist’s heart beat faster: the company showed off new AI features live on stage in front of an audience.

Live product demos are rare these days, as companies turn once-intimate product reveal events into 90-minute, highly-produced commercials. And Google was dealing with generative AI, where going live is riskier than ever before. It was a power grab by the tech giant, and it was refreshing to watch.

Check this out: What Apple Should Copy From Google’s Pixel Event

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Of course, things weren’t perfect. A processing issue with the first demo left the poor host pleading with the “demo spirits.” Another demo involved generating an image of a hot air balloon, resulting in an orange blob that our stage host called “a little abstract.”

Several other Google Gemini AI demos went smoothly. But what AI can generate is often unpredictable. And the Google team knew it couldn’t guarantee perfection (which is why it repeatedly reminded the audience that this was live). But being real is what consumers need now more than ever, in an age of artificially generated content.

In this week’s episode of One more thingIn the video you can watch above, I discuss what I’d like to see Apple copy from Google’s event, including the return of the live demo and certain features first introduced in the Pixel 9 phones and Pixel watches.

Over the past few years, tech companies have been talking about AI as if it were magic. When the reality doesn’t match the sales pitch, it honestly feels like we’re being sold snake oil. We need to be more honest in talking about AI, or customers will quickly become irritated by these unrealistic expectations.

All eyes will be on Apple in September, when the next iPhones are expected to be unveiled along with the imminent release of the company’s AI effort called Apple Intelligence. But the pressure is on because Google and Samsung have already shown off their best smartphone AI tricks this year. (Google normally holds its Pixel event after Apple’s iPhone event.)

Apple may still have to do a bit more to convince people that it’s worth upgrading to an iPhone 16, given that they’ve already seen what Google can do with Pixel devices.

As an iPhone owner, I wish we could have the Pixel’s more advanced features panorama night photos. And I wish the Apple Watch had the Pixel’s ability to put incoming phone calls on hold. I’d also like to see the Apple Watch, like the Pixel, be able to call emergency services if an owner’s heart stops beating.

In the smartphone war, imitation is part of the game. Google often copies Apple too. This week, Google announced that it has added Satellite SOS, similar to Apple’s Emergency SOS, to call for help when there is no cell service. With a little patience, it seems that all phones will eventually get the same features. But it will be interesting to see how we get there.