Google’s Tensor reboot of the Pixel lineup has never been about adding more power, but rather about creating an experience tailored to what Google wants your phone to be. With the Pixel 10, Tensor G5 takes a big step in the right direction, but its increased gap with the competition begs the question – is Tensor enough for the Pixel 10?
This issue of 9to5Google Weekender is a part of 9to5Google’s rebooted newsletter that highlights the biggest Google stories with added commentary and other tidbits. Sign up here to get it delivered to your inbox early!
Right from the get-go back in 2021, Google made its intentions with Pixel clear. Tensor wasn’t about winning benchmark wars, it wasn’t about being “the best.” It was about “AI breakthroughs” being held back by prior chips that were piecemealed together between off-the-shelf solutions and Google’s custom components. Google later said the quiet part out loud, directly saying that it was “perfectly comfortable” not winning benchmarks.
That philosophy still feels very true – if not more so than ever – today.
Tensor G5 is a big deal because it has moved production away from Samsung to TSMC, and in turn, effectively built its first truly custom chip. That’s because, at Samsung, Google was leveraging some roots in Exynos to do a bit of the legwork. That’s led to new additions such as Google’s new upgraded camera ISP, which enables features like 100x zoom and more.
What it hasn’t done is led to any meaningful performance bumps. Google says that Tensor G5 is over 30% faster, but that still means it’s well behind competitors like the Snapdragon 8 Elite. As our reviews this week have brought out, that doesn’t mean Google’s phone feels noticeably slower than any of its competitors. Tensor G5 also seems to run much cooler than prior generations, and be roughly on par with the competition, in our early testing.
But the elephant in the room is the price. With modern Pixel phones running Tensor, you’re paying the same price as you would for a Galaxy, OnePlus, or Apple flagship, but for a chipset that’s far less powerful. With a 7-year update policy in play, it’s reasonable to feel a bit stiffed by that, and also a little worried about the future.
Personally, I’m not particularly concerned. While on-device AI may run into problems down the road, I think there’s been enough overhead in performance – yes, even on Tensor – for years now to provide a good experience throughout the Pixel’s lifespan. Only time will give us a firm answer there, though. But I also can’t stop thinking about a quote from Abner’s Pixel 10 Pro review, excerpted below:
A smartphone is more than its chip, but Tensor does not exist in a vacuum. It does feel like the really good Android competition will force Google to put traditional performance gains on its roadmap sooner rather than later.
It’s hard to imagine Google goes another generation or two without some serious work being put into playing catch-up on Tensor performance. Raw horsepower is mostly meaningless for the average smartphone, user, but the gap in performance really can’t get much bigger than it is today. You’re already looking at as much as a 50% difference in performance between a Pixel 10 and, say, a Galaxy S25 in some (but not all) aspects.
The Pixel 10 as a smartphone is pretty compelling and, while it’s hindered by Tensor less than in years prior, it’s hard to say that it’s not hindered. Qualcomm was quick to make fun of Google back in the day for its switch away from Snapdragon, but the ultimate truth is that, yeah, Tensor kind of is a red flag, it’s just one that’s often outweighed by a lot of green ones.
But what do you think?
Are you happy with Tensor in your Pixel device? Do you wish Google would provide a bigger performance update? Let’s discuss!
This Week’s Top Stories
Pixel 10 reviews are here
A few key takeaways from our reviews:
- Google’s AI features are worth your attention
- The cameras are just as good as last time around
- Tensor G5 largely fixes overheating issues
- Battery life is not much better
- Qi2 is a compelling upgrade
See all of our Pixel 10 (initial) reviews at the links below:
Google is FINALLY making new Nest hardware
A leak earlier this week revealed that, finally, Google is making some new Nest hardware. While a release date is unknown, the big upgrade here is a Nest Cam with 2K video, a potentially big upgrade over the current generation.
More Top Stories
From the rest of 9to5:
9to5Mac: Apple officially announces iPhone 17 event: ‘Awe dropping’
9to5Toys: UGREEN just unleashed its new 25W Qi2.2 charging gear: Wireless chargers, MagSafe power banks, more
Electrek: Electric vehicles reach tipping point in China, surge to 51% market share
Follow Ben: Twitter/X, Threads, Bluesky, and Instagram
FTC: We use income earning auto affiliate links. More.
