Late-night host Jimmy Fallon shouted “I P 6 8!” in a failed attempt to fake excitement about the new Pixel smartphones. Fallon, who likely had never heard the technical term before, did not seem to realize that an IP68 rating, which indicates a phone can survive being submerged in water, is not a new or interesting selling point. This water resistance feature has been a part of Google’s Pixel line since the 2018 Pixel 3. For reference, the event was for the Pixel 10.
In a surreal moment that illustrated the tendency to overhype anything associated with AI advances, Google pulled out all the stops for its Pixel 10 live event. The new phones are interesting on their own merits as they showcase how Google is integrating AI into everyday consumer experiences like taking photos, texting friends, translating phone calls, and getting help in the real world.
The awkward event made Google feel out of touch. It also suggests the company felt it needed buzz to cover up for a lack of tech advances, which is not the case. Whether people like it or not, Google is rushing ahead of Apple to put AI into the hands of consumers through its smartphones. Had the tech giant focused on that and shown real-world examples, not those involving celebrity racecar drivers, basketball stars, or Peloton personalities, it would have been better off.
Instead, it went for buzz with paid celebrity appearances, including event host Jimmy Fallon and others like Stephen Curry, podcaster Alex Cooper, and the Jonas Brothers. The result was a watered-down, cringey, and at times almost QVC-like sales event, which Reddit users immediately dubbed “unwatchable.”
In large part, this had to do with Fallon’s performance. Trying to shift his goofy late-night persona to a corporate event, he ended up coming across as deeply uninterested in the technology, necessitating an over-the-top display of decidedly less-than-genuine enthusiasm.
He began by insulting the audience, saying, “This is exciting. It’s like a Taylor Swift album announcement for nerds.” Attempting to be a stand-in for the “mainstream consumer,” Fallon interjected with banal questions, like what’s the meaning of “agentic” or why is everyone talking about AI in smartphones, or what’s a “walled garden?”
These high-level questions led only to basic explanations from Google’s executives, like Rick Osterloh, Google’s Senior Vice President of Platforms and Devices—a job that Fallon joked sounded “made up.” Answers were dumbed down for everyday users, despite the fact that they are probably very interested in what AI models are being used, how they work, or whether their privacy is at risk.
During the event, Fallon showed little reaction or curiosity about interesting tidbits, like when Osterloh noted that Google’s AI assistant Gemini is coming to its augmented reality glasses. Yet he pretended to be an avid user of some tech that he was clearly just shown how to use, like Circle to Search.
At another point, Fallon held up signs with quotes from supposed Reddit users about how great Pixel phones are. He read one that said, “whenever I’m using a phone without Circle to Search, I feel like I’m in the Stone Age.” It was an unbelievable statement that no one would ever say, especially not a Redditor.
Later, Fallon embraced Google Vice President of Marketing Adrienne Lofton like a best friend and feigned excitement over a table covered with smartphones, watches, and earbuds. Lofton, looking hip in a denim-tuxedo jacket, could not make the marketing speak feel casual. Instead, it suddenly felt like watching an old home-shopping TV channel, like QVC or HSN, where salespeople gush about whatever product is in front of them.
Lofton said, “We’re taking the world’s best smartphone, and we’re upping our own game with the 10. It’s powerful, it’s fast, and feel the satin finish on the edges and the camera bar.” Fallon replied, “Ooh, silky!” Lofton continued, “See what I’m saying? The design of the aesthetic is unbelievable, and it’s a Pixel. So the camera is unbelievable. And the colors, we think—look at this palette. We think these colors are sexy as hell.” Fallon responded, “Well, hold it. It’s Wednesday afternoon. Let’s keep it PG.” The moment was pure cringe.
Later in the event, other stars popped in for their moments, both live and pre-recorded. The Jonas Brothers made a music video with a Pixel phone, which played at the event’s end. Only a few of the celebrity interactions felt natural. Cooper came across as herself, much like in her own interviews. The chat with photographer Andre D. Wagner was also a brief moment of authenticity, as he talked about his art and technique.
It is understandable that Google would want to differentiate itself from the Apple event format to draw attention to its own hardware and software advances. But tech announcements are for the people who care about tech. If Google is trying to reach the mainstream tech enthusiast, it does not need to do something like this. It just has to get its phones in the hands of creators who people actually watch, like Marques Brownlee. Thankfully, it did that too.