Pixel 10 to arrive with fresh colors, but its real story is Google's pivotal TSMC chip deal

Pixel fans have something to look forward to this fall beyond the usual camera tweaks and software updates. The Pixel 10 is set to arrive in a lineup of fresh colors that might just steal the show at your local carrier store. But there is another story hiding beneath those bright paint jobs. Google has quietly struck a major deal with TSMC that could reshape the heart of its phones.

But let’s first discuss the new colors. Reliable leaks from Mystic Leaks, as shared by 9to5Google, reveal that the base Pixel 10 will come in Obsidian black, Blue, Iris purple and a sunny Limoncello yellow. Obsidian feels familiar since it often leads the pack. Iris will echo the purple tone that appeared on the Pixel 9a. Blue is a welcome return after a year off. And Limoncello may take the place of the usual light shade. It may not be the final name but it shows Google is ready to push beyond the plain white or gray that many phones stick with.

On the larger Pro models the palette will lean toward classics with Obsidian black, Sterling gray, Porcelain white and a bold Green option. Sterling seems like a mild gray move, but Green could be the surprise hit if it follows in the footsteps of past minty tones. Google is playing with color to help people pick a phone that really stands out. As someone who only opted for black and white phones in the past, I’ve increasingly found myself getting drawn to the colorful side of smartphones. So I can’t wait to see the new Pixel 10 shades.

That said, while those hues are eye catching, the real shift is under the hood. We already knew that Google will be partnering with TSMC for the Tensor G5, but a recent report, as highlighted by Android Authority, suggests this partnership is going to be for a few years. This marks a big change from all the earlier Tensor chips, which were built by Samsung. Google and Samsung have worked together on Tensor silicon since 2021. The partnership produced some unique features but also some steady complaints about sluggish performance and battery drain. Now, Google is betting that a new foundry partner can give its custom chips a new lease on life.

TSMC is a heavyweight in chip making. It already builds the latest Snapdragon and Apple A series processors. Last time Qualcomm moved some of its flagship work from Samsung to TSMC it saw a jump in both speed and energy efficiency. A similar lift for Google could help Pixel phones finally match or even outpace rivals on benchmarks and battery tests. And this deal is not for one release only. Google is set to keep TSMC on contract for at least five years. That could mean Tensor G5 through G9 or G10 all coming off TSMC lines.

This is a bold gamble for Google. If TSMC chips deliver as hoped then Pixel phones could take a big step forward. We may see smoother gaming sessions, longer all day battery life and cooler running devices. But if Google’s chip designs still lag despite a top tier foundry the move may not solve everything. After years of gradual fixes and smaller performance gains the company needs a strong turnaround now.

So while you decide between Limoncello yellow or Iris purple you should also remember the bigger picture. Google’s shift to TSMC could be the real reason to upgrade. Fresh colors might catch your eye at first glance. But it is the chance for better silicon that could make the Pixel 10 a truly compelling choice this year.