Happy iPhone launch day, everyone! 

Just like clockwork, Apple is back with another big September launch event, and there’s plenty to get excited about. 

The iPhone 17 series will include four models once again, but all signs point to the Plus model being replaced by a brand-new Air. With plenty of upgrades elsewhere, it looks set to be the most significant iPhone launch event in years. 

However, while I’m excited to see what Apple has in store and looking forward to testing one out, I won’t be switching to an iPhone 17 long term. And Google’s Pixel 10 series is a major reason for that. 

Check out our live blog for the Apple event over on our sister site Macworld.

Ultra-slim phones don’t do it for me

The headline announcement during tonight’s keynote is almost certain to be the new iPhone 17 Air. After three years of an identical flagship lineup, Apple has supposedly ditched the Plus in favour of a new, ultra-slim model. 

According to leaks, the 17 Air could be less than 5.6mm thick, which would make it thinner than the 5.8mm Galaxy S25 Edge that Samsung launched earlier this year. 

However, from testing that phone, a thin and light phone really doesn’t do it for me. While more comfortable to hold, battery life and cameras were both severely compromised on the S25 Edge, to the extent that it wasn’t worth the premium price tag. 

Indeed, the iPhone 17 Air is reported to have a battery under 3200mAh and just one 48Mp rear camera. With a rumoured starting price of £950/$950, that doesn’t seem worth it at all. 

I prefer Google’s approach, which retains the equivalent of regular, Pro and Pro Max models, yet replaces the Air with a book-style foldable. 

Performance will be better, but not by much

One upgrade we can be almost certain of on the iPhone 17 series is a new chipset or two. Apple’s A19 series is expected to debut here, with a regular version on the iPhone 17 and 17 Air, with the A19 Pro remaining exclusive to Pro and Pro Max. 

However, the last-gen A18 series was already more powerful than the Tensor G5 found in Google’s Pixel 10 series, so the new silicon will only extend Apple’s lead. When it comes to phone performance, the iPhone is probably still the gold standard.

The question is: does it really matter? Pixel 10 Pro XL performance was still excellent throughout my testing time, and I can’t think of any scenario where it would feel underpowered. 

Much of the Pixel 10 series’ computing power goes into its AI features, which are leaps and bounds ahead of Apple’s efforts with Apple Intelligence so far.  

I care more about photos than videos

Even before the iPhone 17 series, the iPhone’s video abilities are unmatched by any Android phone. The detail and smoothness Apple can consistently deliver is something to behold, and it looks like the new Pro phones will be able to capture it in 8K. 

However, I only take videos on my smartphone occasionally, and the Pixel 10 Pro’s ‘Night Sight Video’ is plenty good enough for me, even if the microphones could be better. 

What’s much more important to me is consistently great photos, an area where the Pixel 10 Pro XL excels. In almost any situation, I can rely on it to deliver the high-quality shots I crave. 

The iPhone 16 Pro I tested last year certainly isn’t far behind, but there were enough duds to make me think twice about the photos I was taking.  

Apple is rumoured to upgrade the telephoto lens on the iPhone 17 Pro models to a 48Mp sensor with 8x optical zoom, so it may be top dog for zoom photography. But it doesn’t look like we’re getting any meaningful improvements to the 48Mp main lens, so I’d rather stick with my Pixel. 

Also, if you care about AI camera features, the Pixel 10 series is the way to go. Best Take, Add Me, Camera Coach and Super Res Zoom are all worth using, even if they’re by no means flawless. 

Android suits me much better than iOS

The iPhone 17 is almost certain to debut iOS 26, the revamped version of Apple’s mobile operating system. Its new ‘Liquid Glass’ design language is a big overhaul, combining curved buttons with various translucent elements, as Apple aims to make it feel more like interacting with the real world. 

However, plenty of the iOS fundamentals that I noticed when switching to the 16 Pro look set to remain, including Apple’s frustrating approach to notifications and quick settings. It also works far better if you use the company’s own apps rather than third-party alternatives. 

So, as someone who primarily relies on the Google ecosystem, the Pixel 10 suits me much better. It also has a redesign in the form of Android 16’s ‘Material 3 Expressive’, while keeping bloatware to a minimum and rivalling Apple for prompt updates and long support.

Ultimately, Pixel 10 phones are a better long-term fit for me than the iPhone 17 series, despite the significant changes Apple looks set to make. However, if you’re an existing iPhone user or none of the downsides apply to you, there’s plenty to be excited about.