Google has just pulled the wraps off its shiny new toys — the Pixel 10, Pixel 10 Pro, and the monster-sized Pixel 10 Pro XL alongside the Fold. The headliner? A brand-new Tensor G5 chip, a snazzy MagSafe-like magnet called Pixelsnap for faster wireless Qi2 charging, and Google’s secret sauce of AI sprinkled across the entire interface. On paper, these Pixels are beasts. But here’s the kicker: hardly anyone is actually using them.
According to fresh data from Statista Consumer Insights, Google is still hanging out on the edges of the smartphone market. In most major markets, only five percent or fewer smartphone users call a Pixel their daily driver. Japan leads the pack with 9.8%, basically one in ten smartphone owners rocking a Pixel, while Canada follows at 6.8%. The U.S. and the U.K., where you’d expect Pixels to shine, both sit at a lukewarm 5.1%. And Spain? Just 1.7%.
It’s a curious story, really. Google has been making Pixels since 2016, after years of experimenting with Nexus phones built by partners like LG and Huawei. The Pixels consistently win praise for their cameras, software smarts, and price points that undercut Apple and Samsung. Yet, they’ve never cracked the mainstream the way Android’s big dogs like Samsung, Xiaomi, and Oppo have.
But maybe Google doesn’t care all that much. Unlike Apple, which leans on the iPhone for nearly half its revenue, Alphabet has YouTube, Google Play, ads, and a trillion other things that keep the lights on. Hardware (including Pixel phones) made up just 12% of Alphabet’s total revenue in Q2 2025, while advertising alone accounted for a jaw-dropping 75%. In other words, Google could probably stop making phones tomorrow and barely feel a dent.
Still, the Pixel 10 launch shows Google isn’t giving up just yet. The company is betting big on AI, doubling down on seamless Google services, and keeping the “clean Android” promise alive for the purists. Whether that’s enough to break into the crowded smartphone market? Well, let’s just say the Pixel has always felt more like a cult favourite than a mainstream star.
For those who’ve used a Pixel, though, it’s hard not to root for the underdog. There’s something endearing about a phone that feels built for people who really care about software and thoughtful design. Maybe one day, that niche loyalty will push Google higher up the charts. Until then, the Pixel remains that cool kid in class who isn’t popular but somehow always has the best ideas.
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