Google's Pixel 10a pre-orders open February 18, but there’s a catch

Google soft-launched the upcoming Pixel 10a via a teaser trailer on its site and an X post. The company followed up with an email to potential buyers that pre-orders for its latest midrange device will open on February 18th. It’s not a shock that the Pixel 10a is arriving sooner, as we’ve heard rumors about an earlier release window for months.

The company didn’t mention pricing or specs today, but I don’t expect many surprises. Rumors put the pricing right in line with last year’s Pixel 9a. Unfortunately, the leaked similarities don’t stop there. The Pixel 10a is largely expected to be a re-run of the Pixel 9a, with the same display size and chipset. That’s not all bad, but it should give buyers pause before upgrading from a Pixel 8a or 9a.

The Pixel 10a is a shift in thinking for Google

A very different role in the lineup

If the Pixel 10a largely resembles the Pixel 9a, in both design and specs, it would signal a shift in Google’s strategy. The Pixel A-series, since the Pixel 6a, acted as a bare-bones way for buyers to pick up Google’s latest chipset and excellent camera in an affordable package. By offering a less expensive alternative in its own lineup, Google ran into issues with its flagship tier.

The Pixel 10a won’t look as attractive compared with the more expensive Pixel 10 if it only has a Tensor G4 chipset under the hood. The Pixel 10 will retain its advantages and remain in the lineup, while the Pixel 10a will serve as the more budget-friendly option, with Google’s attractive software and cameras. It’s an ideal phone for carrier deals and discounts, and Google is less concerned about upgrade cycles on its midrange products.

Google needed to take action to clean up its lineup, even if it has to live with a slightly awkward transition period in which the Pixel 9a and 10 overlap heavily, even with colorways.

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Still, the Pixel 10a will hold an important place in the market. Google’s software has improved, and Material 3 Expressive provides value, especially for first-time Android users who will be tempted by a compact, quirky, and capable midrange phone from Google.