Google typically unveils its new Pixel smartphones at the annual “Made by Google” event in October, a tradition that began on October 4, 2016. While there have been exceptions, such as the launch of the Pixel 5 and other devices on September 30, 2020, the event generally sticks to an October timeline.

However, this year’s event, scheduled for August 13, is an unexpected shift and will be held at Google’s headquarters in Mountain View, California, rather than New York City, where it has been hosted for the past few years. This change suggests significant developments are underway.

There are a few possible reasons for this early date, though we won’t know for sure until more information is released.

One reason could be the readiness of Google’s next Tensor chip, the G4. This chip is considered a stopgap, with a fully custom Tensor chip made by TSMC expected in 2025. The Tensor G4 is rumoured to be a minor improvement over the current Tensor G3, which has been more reliable than its predecessors.

Upgrades are expected in areas like heat management and efficiency, along with an updated cellular modem that includes satellite support. Given these minor upgrades, the Tensor G4 might simply be ready ahead of schedule, prompting an earlier launch.

Another likely reason is the sheer size of this year’s product lineup. Rumours suggest there will be four new Pixel 9 models: Pixel 9, Pixel 9 Pro, Pixel 9 Pro XL, and Pixel 9 Pro Fold. This extensive lineup could make it necessary to announce everything at once while staggering the actual releases over the following weeks or months.

Additionally, new hardware for the Pixel Watch and updated Pixel Buds are expected to be unveiled at the same event. Managing such a large release could be a logistical challenge, hence the earlier start.

The most compelling reason might be Google’s increasing focus on AI. As competition in the AI space heats up, Google is pushing its AI capabilities harder than ever, and the Pixel devices are central to this strategy.

Launching in August gives Google the opportunity to showcase its new AI features before Apple releases its next iPhones, which are rumoured to include significant AI advancements branded as “Apple Intelligence.”

Google has already hinted at powerful new AI features, such as Gemini Live, slated for release this year.

There is also strong public support for an earlier release. A poll conducted by 9to5Google shows that readers overwhelmingly favour the idea of Google launching the Pixel earlier. This sentiment reflects a broader desire for the company to reconsider its traditional timeline to better compete in the market.