Apple has announced the iPhone 17 range, so this now begs the question: what’s the difference to the Google Pixel 10? 

These are two of the biggest names in flagship phones and apart from the obvious choice between iOS and Android operating systems, there are a few key ways to pick between the models. 

Each costs £799 for the cheapest model, so this is quite the head-to-head, but we’ll explain how each one might win your vote, and your cash. We’re looking at the entry-level models here but you might also be interested in the all-new iPhone Air.

Do you care about storage?

Although the phones both have the same price, Apple wins in a potentially crucial area – and one which you might not notice until it’s too late. 

The iPhone 17 starts at 256GB and there’s also a 512GB capacity should you need that much. It’s a good idea to get as much as possible to hold all your apps, photos, videos and more.

Meanwhile, Google only offers 128GB of storage on the Pixel 10 and it maxes out at 256GB. 

Neither phone has a microSD card slot to add extra storage, so pick wisely. 

Winner: iPhone 17 

Do you care about colours?

These days, the Pixel and iPhone have very similar designs with rounded corners, flat sides and glass backs. 

The camera modules look very different and the iPhone 17 has a couple of extra buttons in Camera Control and the Action button. 

Those might be important factors but what colour you want may have an even bigger role to play here. 

Both phones come in a plain black (called Obsidian for the Pixel 10) and the iPhone 17 comes in white. Beyond that, the colourway options are dramatically different. 

The iPhone 17 comes in more subtle tones of Mist Blue, Sage Green and Lavender, while the Pixel 10 is more bold in Indigo, Frost and Lemongrass. 

Winner: Well, pick your colour 

Do you care about optical zoom?

One of the big upgrades for the Pixel 10 this year is the addition of a telephoto lens on the back of the phone. This provides 5x optical zoom, which is rare for an entry-level flagship phone. 

Apple once again sticks with just a main and ultrawide camera duo on the iPhone 17, though the ultrawide is 48Mp compared to 10.8Mp on the Pixel if we’re talking pure resolution. 

That additional camera on the Pixel 10, plus Google’s excellent software for photography, could well swing it. 

Winner: Pixel 10 

Do you care about performance?

It’s no secret that Google’s Tensor chips don’t perform well in benchmarks and are more focused on AI processing and efficiency than raw horsepower. 

The Pixel 10 doesn’t even beat last year’s iPhone 16 in Geekbench 6, but during my testing, it has been perfectly smooth. 

If you care about benchmarks and getting every possible shred of performance, then the A19 chip in the iPhone 17 is almost certain to eclipse the Pixel 10. 

Winner: iPhone 17 (probably) 

iPhone 17 vs Pixel 10: Conclusion

There’s a spec comparison table below so you can see how these two phones compare in detail (the iPhone 17 is lighter, for example, and the Pixel 10 has more RAM). 

However, in terms of the key differences between the two (iOS and Android aside), the iPhone 17 should get your vote if you want a more chilled colour, double the storage for the same price and out-and-out performance. 

Google’s Pixel 10 should get your vote if you prioritise a bold colour, having a dedicated telephoto camera and better AI features.

Which iPhone 17 model should you buy? It’s a no-brainer

iPhone 17 vs Pixel 10: Specs