A Google Pixel 8 pro phone is displayed during a product launch event for the Google Pixel 8, and ... [+]
This story was updated on April 26th. Update below.
If you paid full price for a Pixel 8 or Pixel 8 Pro, consider yourself unlucky because Google has slashed the prices of both phones for the fourth month running.
The company has repeatedly discounted its flagship phones since they launched last October. But since January, Google has run a near-permanent sale for much of its hardware. The latest sale applies to U.K. shoppers only and runs until May 5th. Deals include £130 ($161.60) off the Pixel 8 and £200 ($248.62) off the Pixel 8 Pro.
Both Pixel 7 units are £150 ($186.46) cheaper, while the Pixel Fold has had £450 ($559.39) knocked off its regular price. Wearables have been included in the sale too, with the Pixel Watch £80 ($99.45) less and the Pixel Buds Pro £25 ($31.08) cheaper.
The Pixel 7a is also down by £120 ($149.17), bringing the total price to £329 ($408.97). That’s a good deal for a capable upper mid-range handset. This sale, and especially the 7a and Fold’s price drops, are likely related to Google’s upcoming I/O event, where it will launch new hardware.
The company is expected to launch its new Pixel 8a smartphone, so this might be one of the last opportunities to pick up the current 7a directly from Google. We also might get a glimpse at the Pixel Fold 2, with its predecessor being unveiled at last year’s I/O event. Elsewhere, we’ll know more about Google’s plans to further integrate AI into Android 15.
Google isn’t alone when it comes to aggressively discounting its hardware. Samsung is also running a new promotion right now that bundles a free Galaxy S24 with select TV purchases. Like Google, the Korean company has repeatedly discounted its best smartphones. Motorola also appears to be running a near-permanent sale for its two-foldable Razr handsets.
What connects these companies is that they have all recently launched their own version of smartphone AI tech. It’s no coincidence that the most aggressive pricing strategy I’ve ever seen from Android smartphone makers, perfectly lines up with the launch of the AI era. There’s money to be made from users who devote themselves to an ecosystem.
The Google One subscription, which adds more storage space to your Drive account and bundles-in services like Fitbit premium, now includes an AI tier. Samsung is adding more AI tools to smart home products via its SmartThings platform, such as the new Map View feature. This uses Spatial AI, as Samsung calls it, to take a 3D map of your home to make it easier to manage and find your connected devices.
I don’t doubt that some companies use the phrase "AI” liberally to sell more gadgets. But what is clear is that to get access to all these AI-powered, futuristic, tools, you need to own the company’s smartphone. This is the most important piece in the ecosystem jigsaw. For that reason alone, I suspect we will see many more examples of smartphones dramatically dropping in price this year.
Update April 26th: Here’s some more evidence for the deepening price war: Samsung has now discounted its Galaxy S24 Ultra by $150. It is also offering up to $750 of trade-in credit for your old phone. To get this you will need to hand over a recent iPhone or Samsung Galaxy, so it may not be worth it. The Galaxy S24 Plus and base S24 unit don’t appear to be discounted.
In the U.K. Samsung is also giving away a free Galaxy S24 and Galaxy S24 Plus with purchases of new 2024 TVs. To qualify, shoppers have to pick from the Neo QLED 8K, Neo QLED 4K, OLED, or Frame TV ranges. The phone is then automatically added to your basket at the check out.
This is one of Samsung’s better deals, especially if you’re already hunting for a new TV. With Google I/O around the corner and the new devices that will be unveiled at the event, I wouldn’t be surprised if Samsung slashed more prices of rival products to try and steal some of Google’s limelight.
