Google launched its Pixel 11 smartphone lineup on Wednesday, positioning Gemini Intelligence as the centerpiece just weeks before Apple rolls out its rebuilt Siri powered by Google's AI models.

The lineup includes four devices: Pixel 11, Pixel 11 Pro, Pixel 11 Pro XL, and Pixel 11 Pro Fold. But the hardware takes second billing to Gemini Intelligence — a suite of AI features designed to understand user activity and take actions across different apps.

Gemini Intelligence connects information from messages, calendars, maps, and other Google services to suggest or execute tasks like checking availability, comparing travel options, or starting restaurant reservations. The AI works directly within Android's operating system rather than requiring a standalone chatbot.

"For the last 10 to 15 years, not a lot has changed in how you use laptops and mobile phones," Rick Osterloh, Google's devices chief, told CNBC. "But we think that's about to change dramatically."

Competing with its own customer

The launch creates an unusual dynamic where Google competes directly with Apple, one of its biggest AI customers. Apple is rebuilding Siri around Google's Gemini models with similar goals: understanding personal information, recognizing on-screen activity, and taking cross-app actions.

Osterloh pushed back on suggestions the experiences would be identical. "I think obviously Pixel and iPhone are going in very different directions," he said, pointing to features like scam detection and deeper Android integration as unique to Google's platform.

Counterpoint Research ranks AI around sixth or seventh among consumer smartphone upgrade motivations, though it has climbed one to two spots recently. The firm expects Apple Intelligence to drive iPhone upgrades, noting Apple has more generative AI-capable smartphones in consumer hands than any other brand.

Google sees Gemini eventually becoming "the primary way that people use their phones, their laptops and other devices," according to Osterloh.

Memory shortage drives price pressure

Google also faces industrywide component shortages pushing hardware costs higher. "There's quite clearly a shortage of memory, both RAM memory and flash memory," Osterloh said.

The shortage is forcing consumer electronics companies to raise prices. "What's happening in the near term, I think, is everyone's needing to raise their prices," he said. "We've also discussed that we will need to raise ours, like all the other industry players."

The Pixel 11 launch gives Google its first chance to test whether autonomous AI assistants can meaningfully change smartphone behavior before Apple makes a similar bet with its larger installed base.