Google Just Lost to Xiaomi in One Major Way

Google has just taken the wraps off its latest Pixel 9 Pro series, including the base model and the 9 Pro XL. The company talked a lot about the phone's AI skills, not just in everyday productivity tasks but also in the various ways it'll help you take photos and videos. In fact, Google talked so much about the camera software that it almost hid the fact that the camera hardware has barely changed. And in a world where companies like Xiaomi are doing incredible things with their cameras, that might be a problem.

Watch this: Google Pixel 9, 9 Pro and 9 Pro XL Hands-On

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The Pixel 9 Pro's camera setup includes a 50-megapixel main camera, a 48-megapixel ultrawide and a 48-megapixel telephoto with 5x optical zoom. Sounds great, except those are almost the exact same specs as you see on the Pixel 8 Pro. The main camera's image sensor is the same size, and so is its f/1.68 aperture. On paper then, the rear camera setup appears to be exactly the same, with the only upgrade I can see being the ultrawide camera's aperture going from f/1.95 to f/1.7. 

Oh, and the front camera is higher resolution, for those of you wanting more clarity in those gurning selfies.

Instead of focusing on hardware upgrades (because there aren't any, really), Google focused on software. It talked extensively about its improved algorithms for HDR images; its better panorama mode, which can now be used at night; and its better low-light video mode, enabled by the new Tensor G4 processor and new image signal processor. And, of course, Google talked a hell of a lot about AI in photography, including its new Add Me tool to allow you, the photographer, to get into the shot, and its various new generative AI image editing tools. 

All of which do look pretty fun, and I'm sure will appeal to a lot of people who simply want to take some great-looking snaps, mess about with some effects and stickers, and send them to their friends. And sure, that's how I use my phone camera the majority of the time. But I'm also a professional photographer and I want a phone that can offer the best in image quality before we start fooling around with AI editing and generative fill effects. 

Earlier this year I tested the Xiaomi 14 Ultra, a phone that packs a much larger, 1-inch type image sensor for its main camera, along with a wide, variable aperture. It even comes with a handy camera grip with a shutter button. I've been able to take some of the best photos I've ever taken with a phone and have been genuinely amazed by the quality of shots I've produced. I've especially loved shooting in the Leica monochrome mode for some punchy street photography, while my excellent colleague Katie Collins used the phone to get some incredible results photographing Taylor Swift's Eras tour. 

Xiaomi relied first and foremost on hardware here, equipping its phone with the best imaging tech it can get its hands on. The 14 Ultra doesn't feel like just a phone, it feels more like a compact camera that can also make calls. And sure, maybe pro-quality cameras are more of a niche interest these days, but keep in mind that Fujifilm's compact X100VI has been on back order since it launched in February, and even its predecessor, the X100V, is more expensive used than it was new, due to the incredible demand. Clearly, there's an interest in having pro-standard imaging tools in your pocket. 

It's not that I'm anticipating the Pixel 9 Pro to be in any way bad at taking photos. To be clear, I've yet to even touch the phone let alone take a photo with it. The previous Pro Pixel models have all had superb camera systems that can take great images in a variety of conditions. But with the Pixel 9 Pro, Google has shown that its commitment when it comes to imaging isn't in catering to hard-core photographers who demand the best. Instead, Google is aiming its phone toward a more general crowd of folks who want to tinker with their snaps before sharing them on group chats. 

It's a fair strategy, but I expect serious photographers will be disappointed with the Pixel 9 Pro's camera specs and that they may well be looking to rivals like Xiaomi for the best pro imaging experience.