All eyes are now on Google after Samsung and Vivo launched their latest premium foldable smartphones, reshaping the competition in the high-end Android market. Samsung took the lead with its newly introduced Galaxy Z Fold 7 and Z Flip 7, both featuring sleeker designs, integrated Galaxy AI, a powerful 200MP camera system, and Android 16 paired with One UI 8. The devices highlight Samsung’s continuous refinement of foldable technology, raising expectations for others in the space.
Vivo, not far behind, unveiled its own premium entries: the X Fold 5 and the compact X200 FE. The X Fold 5 blends elegant design with high-end performance and camera systems co-engineered with Zeiss, while the X200 FE delivers flagship-grade specifications in a more compact form. These launches underscore Vivo’s growing presence in the premium foldables segment and challenge more established players like Samsung and Google.
In response, Google is expected to make its move at the upcoming Made by Google 2025 event, likely scheduled for mid-August. The tech giant is reportedly planning to unveil its complete Pixel 10 lineup—including the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and the highly anticipated Pixel 10 Pro Fold. All devices will be powered by the new Tensor G5 chip and are set to run Android 16 right out of the box, marking a shift from previous launches that delayed adoption of the latest Android version.
The Pixel 10 Pro Fold could see design tweaks and camera improvements, while the base Pixel 10 may feature a 5× periscope telephoto lens. Qi2 wireless charging support is also rumored for the Pro models. Pricing for Europe is expected to start at €899 for the Pixel 10 (128GB), €1,099 for the Pixel 10 Pro, €1,299 for the Pixel 10 Pro XL, and around €1,899 for the Pixel 10 Pro Fold (256GB).
Alongside these smartphones, Google may also introduce the Pixel Watch 4 and Pixel Buds 2a, with the latter expected to retail at approximately €149. This robust lineup puts Google in direct competition with Samsung and Vivo, signaling a bold push into the premium hardware space. If successful, the Pixel 10 Pro Fold could mark Google’s most significant advancement in foldables and cement its place in the premium Android segment.
