Google is shaking up its smartphone launch strategy once again.

The tech giant appears set to debut the Pixel 10 series much earlier than expected — potentially by late June or early July — marking a significant departure from its usual October timeline.

Invitations have gone out to members of the Pixel Superfans club for a special event titled “Pixel Penthouse”, scheduled for June 27 in London. This closed-door gathering will offer:

• Hands-on time with unreleased Pixel devices
• Interactive Q&A sessions with Google engineers
• Pixel-themed merchandise for attendees

However, access is extremely limited. Only 25 superfans will be selected based on their Pixel knowledge — determined through a quiz testing brand loyalty.

Why the early launch?

Traditionally, Google has lagged behind Apple in the flagship phone race, launching Pixels in October, weeks after the September iPhone event. But that started changing last year with the Pixel 9 debuting in August, and now, Pixel 10 may arrive even earlier.

This appears to be a calculated move to pre-empt the iPhone 17, expected this September, and give Google’s devices a strategic edge in the market.

What to expect from the Pixel 10?

Although Google hasn’t officially confirmed specs, numerous leaks and early benchmarks point to some exciting changes:

Hardware upgrades:

• Processor: Powered by Google’s in-house Tensor G5 chip
• RAM: Base model with 12GB; Pro variant could offer 16GB
• OS: Likely to launch with Android 16, despite early tests on Android 15

Camera improvements:

• Google may introduce a triple-lens system across all Pixel 10 models, a major upgrade from previous generations.

Leaked specs suggest

• 64MP main lens
• 64MP ultra-wide lens
• 64MP periscope telephoto lens with up to 50x digital zoom

This would mark a shift toward hardware parity across the lineup, not just on Pro models.

Design and build:

According to leaked renders, the Pixel 10 may retain the signature horizontal camera bar and sleek design of the Pixel 9 Pro. The strategy seems to favour refinement over a complete redesign, with performance and internal upgrades taking centre stage.

Google’s decision to launch early, host an intimate fan-first event, and pack the Pixel 10 with high-end specs underscores a bold attempt to disrupt the flagship smartphone cycle dominated by Apple.

June 27 could mark a turning point — not just for Pixel fans, but for the smartphone industry at large.