Google Continues to Invest in Pixel Phones Despite Small Market Share

Google's Pixel phones have been around for ten years now, and despite being a small player in the global market share, the tech giant continues to produce them. According to IDC, Google's worldwide share has grown tenfold from 2016 to 2025, reaching No. 10 globally by 2023.

While some may wonder why Google still makes phones when it only holds a small percentage of the global market, analysts suggest that it's about demonstrating its capabilities in AI and software. Google needs devices division to act as a counterweight to Apple, allowing it to release features on its own timetable and keep its OS in sync with component trends.

The Pixel 11 series is rumored to be launching soon, and analysts believe that it will offer meaningful upgrades, particularly in the AI department. The new phones are expected to feature Gemini Proactive Assistance, which will proactively surface useful information based on what's happening on screen. However, some question whether Google is pushing the envelope enough with its hardware.