After taking a brief hiatus – not that anyone probably noticed – I’m back to stir things up. And what do you know, it’s Google that’s caught my eye this time. But not for the usual reasons. No, it’s because Google has once again missed the mark, but this time it’s not about innovation, it’s about timing. You see, Google’s much-anticipated Pixel 10 Superfans event, which was originally slated for late June, has now been pushed to September 4, 2025. That’s right: September, after the Pixel 10 could very well be launching in August.
It’s a bold move… but not the good kind.
Now, you might think, ‘What’s the big deal?’ Well, imagine being invited to an event about a new movie, say the next Star Wars, happening in September when the film has already premiered in August. The event would be full of spoilers, right? No behind-the-scenes surprises. The Pixel 10 event seems to be going down the same path. By the time September rolls around, Google will have already spilled all the details about the phone. No secrets left. At best, it’ll be a glorified post-launch meet-up.
But wait, there’s more. I think Google just doesn’t want to risk launching an imperfect product. We saw what happened to Apple when it tried to rush out bold AI promises at their 2024 WWDC, only to face backlash when the technology failed to deliver. Apple had to tone things down in 2025. Google doesn’t want to follow that same path. It seems like the Pixel 10 might just not be ready yet, and they don’t want to risk the backlash of a buggy launch.
But even more frustrating is that this whole delay could just be an elaborate attempt at secrecy. Wouldn’t it be nice if companies could just release a product without all the leaks and spoilers beforehand? In an ideal world, we’d all be surprised by the launch, and the excitement would be real. But in 2025, with Google’s poor track record of keeping secrets, we all know way too much before the official release. Case in point: the Pixel 9a leaks started months ahead of its release, and we knew everything about it before the announcement.
Sure, leaks build hype, but they also take away from the excitement of the big reveal. I get that leaks create buzz and help drive anticipation, but can we just have a little mystery? Sometimes it’s the build-up that makes the reveal so much better. But in Google’s case, there’s no such luck. I’d love to see a day where we don’t know every little detail about a phone before it’s even out. Sadly, it’s just not going to happen.