Google will struggle to make the Pixel 10 stand out if the camera isn’t king

The Pixel 10 might be getting a camera downgrade

Let’s start with the Pixel 10 because, according to rumours, it’ll actually be getting a camera downgrade this year. 

The Pixel 10 is said to drop the 1/1.31-inch 50MP sensor present on last year’s Pixel 9 for a smaller 1/2.0-inch, 48MP alternative. If that sounds familiar, it should; it’s the same sensor as the budget-focused Pixel 9a. 

In a similar vein, the pixel-packed 48MP ultrawide that only made its debut on the Pixel 9 has also allegedly been slashed from this year’s offering. In its place is said to be a 12MP sensor – and this one is lower than the 9a’s 13MP alternative. 

It’s worth noting at this point that there’s around a £300/$300 difference in price between the two phones, if the Pixel 10 costs the same as last year’s entry-level model. 

It’s a strange move, but there’s apparent logic behind the changes – as flawed as it appears to be. 

Online whispers suggest that the changes have been made to accommodate a telephoto zoom lens, a first for the regular Pixel – it’s usually the Pro models that receive dedicated zoom technology, with the regular model relying on AI-assisted zoom. 

However, even then, it won’t be getting the same 48MP 5x periscope zoom lens as the Pro models, instead allegedly sporting the same 10.8MP 5x telephoto as the Pixel 9 Pro Fold. 

However, I’d argue that the vast majority will use the main and ultrawide lenses far more often than the zoom lens, so is the trade-off worth it? I’m not so sure – especially when you look at what similarly priced phones are packing in 2025.

It might struggle to shine

Google’s Pixel range has always stood out from the crowd when it comes to camera technology, with impressive processing delivering plenty of detail and accurate colours – particularly where skin tones are concerned – along with a host of AI-powered features to edit your snaps. 

However, processing can only go so far. Hardware still plays a massive role in overall photo quality, and it’s in this area that the Pixel 10 is seemingly falling behind the competition.

Let’s assume that the Pixel 10 costs the same as last year’s Pixel 9. If so, it’ll cost you £799 in the UK and $799 in the US.

The Honor 400 Pro, on the other hand, is £100 cheaper at £699 and offers a much more capable trio of cameras on the rear of the device. 

That starts with a suitably high-res 200MP main sensor with a larger 1/1.4-inch sensor than the Pixel 10’s alleged alternative, and it’s backed up by a 50MP telephoto with 3x zoom and a 12MP ultrawide sensor. Even the front-facing camera offering beats the Pixel’s alternative on paper, sporting yet another high-res 50MP sensor with autofocus capabilities. 

It’ll certainly be interesting to see just how the Pixel 10 stacks up to the similarly priced competition once it’s revealed in August. 

It’s not just the regular Pixel 10 either

While the Pixel 10 is the only phone in the collection to be what could be considered a downgrade, other models in the range are said to boast essentially identical camera tech to last year’s alternatives.

That means the Pixel 10 Pro and Pro XL are once again set to get a combination of a 50MP 1/1.31-inch main, a 48MP 5x periscope telephoto and 48MP ultrawide, while the Pixel 10 Pro Fold should get a combination of 48MP 1/2.0-inch main, 10.8MP 5x telephoto zoom and 10.5MP ultrawide.

But as with the regular Pixel 10, the competition is fierce in the camera department – especially at the top end of the market where the Pro models sit.

Let’s again assume that this year’s models will cost the same as last year’s equivalents. That puts the Pixel 10 Pro XL at a cool £1,099/$1,099. 

Granted, its more capable cameras do give it more of a chance to fight it out with the competition – especially with Google’s image processing tech. 

But, in a year where we’ve seen 200MP zoom sensors from the likes of the Honor Magic 7 Pro, 1-inch sensors from the Xiaomi 15 Ultra and dual zoom lenses from the Galaxy S25 Ultra, all of which cost around the same as the Pixel 10 Pro XL, it’s an odd year for Google to rest on its laurels. 

As such, I’m struggling to see why camera fans would opt for the Pixels this year – but maybe Google will surprise me at the Pixel launch on 20 August. We’ll have to wait and see for now.