The Pixel 10 and the Galaxy S26 might be the tip of Google and Samsung's bromance

Abstract

Samsung seems to be veering in the direction of Perplexity for AI and search features on upcoming Galaxy telephones just like the S26, placing Google’s revenues in danger.
Google, in the meantime, is alleged to be choosing TSMC over Samsung with regards to manufacturing Tensor G5 chips for the Pixel 10 collection.
An entire severance appears unlikely, given how a lot the 2 corporations want one another in different respects.

In the event you’ve been listening to Google and Samsung press occasions up to now few years, you have most likely observed that the businesses appear unusually shut. There’s an apparent hyperlink — Google makes Android, which Samsung wants for its telephones — but it surely goes past that. Samsung telephones have featured prominently at Google occasions, and the 2 have collaborated on varied AI options, together with giving Gemini a outstanding place within the Galaxy S25 lineup. That is regardless of Samsung having its personal AI assistant, Bixby, and Google providing loads of Pixel phones on the market.

Recently, although, rumors have pointed to the 2 corporations drifting aside. Is it a severe risk? Personally, I believe it is too early to inform, however there’s a case to be made that cracks are displaying. My very own prediction is that the businesses will keep linked, given their motivations and examples from the remainder of the tech business.

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The factor that kicked off this op-ed is a latest Bloomberg report, claiming that Samsung could pre-install Perplexity‘s AI app and assistant on Galaxy telephones, probably starting with the Galaxy S26. On high of that, Perplexity features might be built-in into Samsung’s net browser, and even Bixby. Samsung’s assistant nonetheless handles plenty of native machine instructions on S25 telephones, however lacks any type of generative AI, which is why Gemini’s arrival was so vital.

For sure, this stuff may pose a risk to Google’s plans, particularly if Perplexity turns into Samsung’s default assistant. The majority of Google’s income comes from promoting, which can clearly diminish if Perplexity takes over Galaxy net search. Additionally, if Gemini turns into nothing greater than a secondary choice on Samsung telephones, there might be fewer individuals prepared to pay for the AI Professional tier of Google One.

Briefly, the businesses appear to be making strikes that won’t solely cut back their dependence on one another, however harm one another financially.

Samsung is not the one one considered pulling away, although. For some time now, rumors have indicated that the Tensor G5 processor within the Pixel 10 will probably be Google’s first chip produced by TSMC as a substitute of Samsung. Transferring past designs rooted in Exynos chips may result in higher effectivity — a standard criticism about earlier Pixels — however at the price of chilly laborious money for Samsung’s chip manufacturing enterprise.

Briefly, the businesses appear to be making strikes that won’t solely cut back their dependence on one another, however harm one another financially. You may take that as an indication that issues are about to disintegrate, however I am uncertain for a number of causes.

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Actually, there’s an excessive amount of at stake for the pair to half methods fully. Samsung is not simply the main Android cellphone maker, however the greatest cellphone maker on the earth, with a 20% marketshare as of Q1 2025, in response to Counterpoint. Google wants the corporate to perpetuate Android and all of the related providers that deliver it income, particularly within the US, the place cellphone manufacturers like Xiaomi, Vivo, and Oppo are merely non-existent. Motorola, Nothing, OnePlus, and Google itself may conceivably fill within the hole — however there’s simply no motive to fabricate that disaster and threat ceding floor to Apple’s iPhone.

On the flip aspect, Samsung would not be the place it’s in the present day with out Android. The corporate was fast to use the platform and imitate Apple as soon as the unique iPhone launched in 2007, serving to it outperform rivals like Nokia, RIM, and Motorola. It does have its personal software program — One UI — however that is only a layer on high of Android. With out Google, Samsung could be pressured to whip up a full-fledged working system, which may simply fail with out the providers customers have come to anticipate. Think about getting right into a automotive and discovering that your Samsung cellphone is lacking Android Auto, Google Maps, and Gemini. You’d rightfully be headed to the shop for a brand new machine.

There’s simply no motive to fabricate a disaster and threat ceding floor to Apple’s iPhone.

That brings us to a different level, nevertheless, which is that corporations can cut back ties with out totally severing them. Take into account Microsoft and OpenAI. Whereas the businesses have competing AI merchandise — Copilot and ChatGPT — OpenAI remains to be Microsoft’s greatest infrastructure buyer. OpenAI could be left scrambling with out Microsoft servers, and that infrastructure enterprise could be diminished with out the expansion of ChatGPT.

An excellent higher instance to level to is Apple and Google. Whereas Steve Jobs as soon as promised to go to “thermonuclear conflict” over Android, arguing it was a rip-off of the iPhone, the businesses in the end settled into a cushty relationship. Google pays billions of {dollars} to stay the default search engine on Apple gadgets, and the recognition of iPhones would seemingly plummet if individuals did not have entry to apps like Gmail, YouTube, and Google Maps. Certainly, Apple is even poised so as to add Gemini as an extension choice for Apple Intelligence alongside ChatGPT.

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What does the long run maintain for Google and Samsung?

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At a minimal, we should always look ahead to the Galaxy S26 announcement to get a real trace of the partnership’s prospects. If Samsung goes all-in on Perplexity, displacing Google on its telephones, I would not be stunned to see the businesses preserve distancing themselves. Conversely, if Perplexity finally ends up being an addition to Google’s software program and providers and never a substitute, I would anticipate enterprise as ordinary. Samsung is likely to be upset at dropping a few of its chip gross sales, however that typically occurs, and it isn’t prefer it will not profit from the Pixel 10 lineup in any respect — Google is predicted to maintain utilizing Exynos modems.

If Perplexity finally ends up being an addition to Google’s software program and providers and never a substitute, I would anticipate enterprise as ordinary.

I am betting that Google and Samsung will keep joined for years to come back. That relationship goes to evolve, for example, emphasizing Android XR, however the mutual advantages ought to proceed to outweigh some diversions in enterprise technique.