Google needs to step up its camera game on the Pixel 10

Once upon a time, Google’s Pixel phones were synonymous with top-tier photography. They redefined what smartphone cameras could do, turning average users into near-professional photographers. But as we head into 2025, the Pixel series feels like it’s losing its grip. While Google leans on its computational photography legacy, brands like Vivo, Oppo, and Xiaomi are rewriting the rules of what smartphone cameras can achieve.

Take Vivo’s X200 Pro and X100 Ultra, for example. These phones don’t just excel in specific scenarios — they dominate across the board. Reviewers rave about their impressive low-light performance, sharp telephoto lenses, and stunning dynamic range. The Pixel 9 Pro, by comparison, feels like it’s a generation behind. Even the iPhone 16 Pro, a perennial favorite for video enthusiasts, struggles to keep up in some cases.

Here’s a test that you can watch yourself and judge:

Google’s biggest problem? Innovation has stalled. While competitors like Vivo experiment with advanced hardware like periscope zoom lenses and custom imaging sensors, Google seems content with incremental updates. The Pixel 9 Pro made a few changes — a slightly brighter ultrawide camera and an upgraded 42MP selfie shooter — but these feel minor compared to say, Vivo’s rather large 1/0.98″ sensor on the X100 Ultra. Google’s reliance on software tricks, while still effective, feels increasingly outdated in a market driven by cutting-edge hardware.

Reviewers have noticed. Popular YouTube tech channels Mrwhosetheboss, TechWiser, and others have been ranking Vivo and Xiaomi devices above the Pixel when it comes to photography in the last year. There’s some saving grace for the Pixel though. DXOMARK’s rankings (which is controversial) place the Google Pixel 9 Pro XL at the second spot, just under the Huawei Pura 70 Ultra.

So, what can Google do with the Pixel 10? It starts with hardware. Computational photography is powerful, but it can’t work miracles. To compete with Vivo, Google needs better sensors, more versatile zoom options, and serious advancements in video quality. The Pixel’s video performance has lagged behind for years, and it’s high time Google addressed it.

But it’s not just about the camera specs. Google also needs to listen to its users. Many have called for manual controls in the camera app, more flexibility with RAW photography, and better post-processing options. Features like these can empower enthusiasts without alienating casual users.

The smartphone camera market has evolved. It’s not enough to rely on reputation and a few software tricks anymore. With the Pixel 10, Google has an opportunity to reclaim its spot at the top. The question is whether it’s willing to put in the effort — or if it’s content watching Vivo, Oppo, and Xiaomi dominate the future of mobile photography.