The Pixel 10 and the Galaxy S26 could possibly be the tip of Google and Samsung’s bromance

In the event you’ve been listening to Google and Samsung press occasions prior to now few years, you’ve got in all probability 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 numerous 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 firms drifting aside. Is it a severe risk? Personally, I feel it is too early to inform, however there’s a case to be made that cracks are exhibiting. My very own prediction is that the businesses will keep linked, given their motivations and examples from the remainder of the tech business.

What’s threatening the Google/Samsung relationship?

New alternatives, or possibly lowering dependencies

The factor that kicked off this op-ed is a latest Bloomberg report, claiming that Samsung might pre-install Perplexity‘s AI app and assistant on Galaxy telephones, presumably starting with the Galaxy S26. On high of that, Perplexity features could possibly 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 necessary.

For sure, these items might pose a menace 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 could possibly be fewer folks prepared to pay for the AI Professional tier of Google One.

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

In brief, the businesses appear to be making strikes that won’t solely scale back their dependence on one another, however harm one another financially. You would possibly take that as an indication that issues are about to disintegrate, however I am uncertain for a couple of causes.

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Symbiosis and the character of doing enterprise

Extra to lose than acquire from a break-up

Actually, there’s an excessive amount of at stake for the pair to half methods utterly. Samsung is not simply the main Android cellphone maker, however the largest cellphone maker on this planet, with a 20% marketshare as of Q1 2025, in accordance with Counterpoint. Google wants the corporate to perpetuate Android and all of the related providers that convey 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 might 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 as we speak with out Android. The corporate was fast to take advantage of 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 can be pressured to whip up a full-fledged working system, which might simply fail with out the providers customers have come to anticipate. Think about getting right into a automobile 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.

That brings us to a different level, nevertheless, which is that firms can scale back ties with out absolutely severing them. Think about Microsoft and OpenAI. Whereas the businesses have competing AI merchandise — Copilot and ChatGPT — OpenAI continues to be Microsoft’s largest infrastructure buyer. OpenAI can be left scrambling with out Microsoft servers, and that infrastructure enterprise can be diminished with out the expansion of ChatGPT.

A fair 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 finally settled into a snug relationship. Google pays billions of {dollars} to stay the default search engine on Apple units, and the recognition of iPhones would probably plummet if folks 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?

Some last ideas

Google

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 shocked to see the businesses maintain 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 normal. Samsung is perhaps upset at shedding a few of its chip gross sales, however that typically occurs, and it is not prefer it will not profit from the Pixel 10 lineup in any respect — Google is anticipated to maintain utilizing Exynos modems.

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.

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