The Pixel 10 Pro Fold is coming at the exact wrong time for Google — and foldables

In just a few short weeks, Google will take the stage in New York to finally unveil the Pixel 10 series. Everything we’ve seen about these devices so far — and we’ve seen plenty — suggests a lineup that is, in some ways, frustratingly familiar to last year’s devices. There’s nothing wrong with a “tock” year, of course, where Google can catch its breath after last year’s massive leap in both presentation and build quality. But unlike with the standard Pixel 10, this year’s foldable might end up take the brunt of the blowback from this decision.

After all, Google doesn’t typically do “tock” upgrade cycles, popularized by Apple in the early 2010s with spec-focused devices like the iPhone 4s and 5s. Especially in the Tensor era, Pixel devices have a habit of always moving in a forward direction; even the Pixel 8 series clearly included a few big revisions over the Pixel 8, perfectly leaning into the matte glass back and flat display of the Pro.

The Pixel 10 lineup, while appearing pretty familiar in recent leaks, is still shaping up to be an interesting launch at the bare minimum. The addition of a telephoto lens to the base model — seemingly at the cost of a better, more powerful main camera sensor — creates a fascinating trade-off that might see most fans staying away from the more expensive Pros. “Pixelsnap” accessories seem all but guaranteed, with our most recent look seemingly guaranteeing built-in Qi2 support, no case required. And, of course, Tensor G5 is facing down a hype cycle not seen since the Pixel 6’s original Tensor SoC. It’s a big year for under-the-hood changes, even if these phones look unchanged from the outside.

But then there’s the Pixel 10 Pro Fold.

The Pixel 10 Pro Fold is looking like the worst kind of redux

In a year where OnePlus has effectively left the US foldable market behind — and taking a big chunk of competition with it — Samsung did what no one thought it could, revolutionizing the Galaxy Z Fold series to create what is, by some estimates, the slimmest foldable you can buy today, and certainly the slimmest in North America. It’s the opposite of what we expect from Google, which, in a move destined to disappoint certain fans, is seemingly set to run back its Pixel 9 Pro Fold playbook for the second year in a row.

The Pixel 10 Pro Fold isn’t just a spec bump, but it’s not much more than that, either. Rumors of a slightly larger outer display, minimally faster charging speeds, and substantially larger battery all promise a better time for buyers, and that’s before we account for the same improvements coming to the rest of the lineup, like Qi2 and Tensor G5. But after blowing both of its North American competitors out of the water a year ago, it seems like Google feels comfortable enough with its fledgling foldable series to, effectively, take a year-long sabbatical. And frankly, I don’t think the company’s earned this.

There are a handful of things keeping foldables from achieving mainstream success. Some of this friction comes down to use cases — foldables are perfectly suited for some tasks, but for plenty of users, trying to replace your smartphone, tablet, and potentially even your laptop with this single device is a recipe for disaster. But largely speaking, I’d chalk up sluggish market growth to two elements: durability and bulk. And, to be fair, Google’s about to be the first to nail that first category.

Rumors suggest the Pixel 10 Pro Fold will be the first-ever IP68-certified foldable, a device just as protected from sand and water as the majority of Android flagships available these days. And, to be fair, Google should absolutely be applauded for this should it be true. Although devices like the Galaxy Z Fold 7 seem perfectly prepared to handle a day at the beach, that doesn’t mean consumers and manufacturers alike shouldn’t keep pushing for the most durable of devices, especially given the price point.

Bulk, unfortunately, is another story. Last year’s Pixel 9 Pro Fold was slimmer than other foldables sold in the US, defeating both Samsung’s Galaxy Z Fold 6 and 2023’s OnePlus Open. This year spells a different story. Samsung’s Fold 7 measures in at 8.9mm and just 215 grams. That’s less than a millimeter thicker than the S25 Ultra and three grams lighter, leaving us with a smartphone that is as comfortable to hold and carry as any other phone you’ll find in Best Buy.

The Pixel 10 Pro Fold won’t meet this new standard. At 10.8mm and 258 grams — as one recent leak suggests — the 10 Pro Fold is bulkier and heavier than its direct predecessor. And while I’m ecstatic to see a larger battery and, hopefully, built-in Qi2 magnets, I’m equal parts frustrated to see Google unable or unwilling to push the boundaries on what’s possible with its hardware.

Without clear upgrades, it’s unclear who the Pixel 10 Pro Fold is even for

Google’s already on its back foot when it comes to the foldable experience. I wasn’t a fan of the first-gen Pixel Fold, which creaked and felt dated right out of the box, but its successor really turned things around. Yet, when I consider what the audience for foldables actually demands, my thoughts turn to multitasking and customization — the exact sort of power user features that Samsung, not Google, truly excels at. Sure, Google’s foldable will likely be cheaper than Samsung’s, but when you’re already spending $1,800, what’s another couple hundred bucks for a much more refined piece of hardware?

And that brings us back to that other barrier keeping shoppers away from foldables: price. If Google isn’t ready to unveil a next-gen Pixel Fold that properly pushes the envelope, I think that’s perfectly understandable. But considering how young this lineup is, it’s undeniable that the better idea would’ve been to continue offering the Pixel 9 Pro Fold at a more affordable price point, in order to get first-time foldable buyers through the door.

Rather than waste your third-gen efforts on a simple specs boost — even if it’s one that seems to offer some obvious improvements over last year’s phone — lowering the price point could help to sway more consumers over to this form factor. You’d effectively be following the lead of OnePlus, which lowered the Open’s price point in 2024 rather than opting to launch new hardware, but with the benefit of name recognition and carrier store access.

In a perfect world, Google would have a true Galaxy Z Fold 7 rival ready to go, just as it had last year. But between Samsung’s phone and the ever-growing lineup of China-made foldables that continue amazing reviewers and buyers alike, Google should have considered doing what very few OEMs will ever do: skipping out on one of its annual releases. Even 11 months after launch, the Pixel 9 Pro Fold is a very good phone — one that could win even more fans over with a cheaper price point.

But as it stands right now, we’re looking down the barrel of a device that might not be powerful enough for enthusiasts or affordable enough for casual users. And at that point, you really have to wonder who the Pixel 10 Pro Fold is even for.

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