Google has launched the new Pixel 10 smartphone family in Portugal, aiming to strengthen its ecosystem in the market. But Elena Sanchez, Country Lead for Devices and Services Partnerships in Spain and Portugal, admits that while there are no major structural barriers, one challenge persists: “We still need to work on brand recognition.”
According to Sanchez, many consumers in Portugal are still unaware that Google manufactures smartphones or what the devices can offer. “AI adoption is also a matter of education. Consumers don’t always realize how their phones can simplify daily tasks,” she explained.
Google’s strategy in Portugal is focused on selective distribution. The Pixel is currently sold through Vodafone’s loyalty program, as well as at major retailers like Worten, FNAC, and Media Markt, covering both consumer and B2B segments. The company is also investing in in-store demo spaces, such as the AI zone in Cascais, to showcase the latest Gemini features.
Sanchez highlights that experiences set the Pixel apart. The new Pixel 10 Pro features a 100x zoom camera, advanced photo editing functions, and Gemini Live, which allows the device to interact in real time with its surroundings, including offering voice translation during calls in Portuguese. Powered by the Google Tensor G5 chip, the device integrates AI for productivity tools such as NotebookLM and creative features like Imagen 4 and Veo 3 for image and video generation.
Beyond smartphones, Google is also promoting wearables like the Pixel Watch 4 and Pixel Buds Pro 2, all integrated with Gemini. The watch introduces improved fitness and health tracking, sleep monitoring, stress management, and built-in AI support. “Our devices are about making life easier—whether at work, with family, or in leisure—through the power of AI,” Sanchez concluded.
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