The Google Pixel 10 isn’t for you — deal with it

I’ve seen more complaints than I expected about the Pixel 10 following the Made by Google 2025 event.

I anticipated the usual consternation surrounding its Tensor chipset, but enthusiasts have also taken issue with a few other aspects of the phone.

I can sympathize. As a tech journalist, I can’t help but be an enthusiast, getting excited about powerful chipsets and massive spec bumps.

However, the improvements Google made to the Pixel 10 series are harder to spot with the naked eye, and, except for a battery size bump, the spec sheet and design seem uninspiring.

It’s a phone tailored towards casual users, with Google hoping it can look favorably next to an iPhone on carrier store shelves.

It’s hard to argue with the strategy, as the Pixel 9 saw a sales improvement. It doesn’t make it any less frustrating, but if you’re an enthusiast, the Pixel 10 just isn’t for you, and we’ll have to deal with it.

The Tensor G5 won’t be as powerful as you hoped

TSMC was never going to “save” it

I’m not someone who focuses on benchmarks. It’s a ridiculous way to compare smartphones. You could have the most powerful chipset in the world, but with poorly optimized software, it’s useless.

The Tensor G5 does exactly what Google set out to do. It provides a smooth and snappy experience, with optimized Google Gemini performance. The AI functions run well, and that’s a significant reason why you’d pick up a Pixel in 2025.

I never experienced any slowdowns or undue lag while testing my Pixel 10, and most people will never push the Tensor G5 to its full potential.

Google’s decision to move fabrication to TSMC was never intended to make the Tensor chipsets more powerful — that wasn’t Google’s goal.

If you’re an avid gamer or enjoy editing photos and videos on your smartphone, the Pixel 10 isn’t the device for you. I haven’t seen any significant gaming improvements, and the Pixel 10 still defaults to medium settings in games like Genshin Impact.

For some, that’s unacceptable on a flagship device. That’s understandable, but it’s not Google’s focus to release the most powerful smartphone, and it’s time to accept that, even if it means you won’t buy one.

Most users don’t care about eSIM

I think it’s terrible, but most people won’t notice

I hate that the Pixel 10 only supports eSIM in the United States. I’ve never had an eSIM swap go smoothly, and I always end up needing to contact customer service, with a tech support representative having to admit there was an error in the system.

I recently transferred numbers to two Pixel 10 devices via eSIM, but AT&T informed me that I needed to visit a store for the first one and that I had an overdue balance for the second.

Neither was true, and if I didn’t know any better, I would’ve wasted a significant amount of time and effort getting my phones to work.

I’ve heard several arguments in favor of eSIM, and I don’t agree with any of them. Granted, eSIM may be the more secure technology, but you can still offer it alongside a physical SIM tray.

I’m also told that eSIMs help reduce e-waste. I promise that there is a long and important conversation to be had about the amount of e-waste we produce as a society, but it doesn’t start with SIM cards.

eSIM-only devices limit your choice and control over your phone. The carriers hold the upper hand, and you essentially need their permission to keep access to your device.

It’s not good practice, and I don’t like that it’s disguised by the benefits of helping people and the environment.

Google knows non-enthusiasts don’t care, and that it can get away with it. It’s targeting Pixel 10s towards people who will walk into their carrier and not worry about transferring their number until it’s time to get a new phone.

It’s frustrating, but it’s the way it is. Look for other manufacturers to follow at the behest of US carriers.

Upgrades you can’t see

Google Gemini is legitimately improved

The improvements Google made to the Pixel 10 are hard to see on a spec sheet, but they are easy to feel when using the device.

Magic Cue has already proven more useful than anything Samsung has done with Galaxy AI. I was mentioning getting together with a friend, and without me having to do anything, my calendar was prompted, without leaving Google Messages.

Camera Coach is helpful. I’m awful at photo composition, but I’d still like to take quality images. Now, my Pixel helps me out with the best way to capture thumbnails.

These are examples of AI enhancing what I’m already doing, rather than me needing to prompt AI in the hopes that it might actually be useful. It’s a mindset shift, and I’ve enjoyed it so far on the Google Pixel 10.

Google has made a wonderful device for casual users

The Pixel 10 is absolutely a device I’d recommend. And it’s not like enthusiasts can’t enjoy Pixels anymore. You’re still going to love the camera, and Pixel extras and feature drops make their software more fun to use.

It’s just that a phone (or Google as a company) will never intentionally cater to enthusiasts. Google knows who its audience is, but more importantly, who its audience isn’t — and it’s no longer hardcore users.