The updates reveal the big problem of Apple, Google and Co.

Google plans to launch the latest version of its Android mobile operating system in mid-June, and the company's own Pixel phones will naturally be the first to receive the update. So it would be a good time for a new smartphone for Google and Android customers. Pixel devices are currently the Android models that come closest to Apple's iPhones in terms of software and quality – and they're significantly cheaper.

At just over €460, Google's new Pixel 9a offers good value for money in the mid-range segment. For this price, users get premium hardware. But the software matters even more, because in the AI ​​revolution, real innovation is possible on smartphones for the first time after years of relative stagnation.

WELT has already tested the upcoming Android 16, which will initially be installed on Pixel devices, in a beta version: Google has deeply integrated its Gemini AI into the system; it can now prioritize notifications, assist with text entry, and monitor security features. With "Gemini Nano," voice recognition works directly on the device even without an internet connection. Camera settings and image editing are also more interactive and faster thanks to on-device AI.

The Pixel 9a's photos look really good; the AI-powered image processing makes sensible suggestions and avoids exaggerated colors or garish effects. Usually, just clicking "Optimize" is enough to get high-resolution, finely exposed images without artifacts. Google is also planning a visual upgrade for its latest operating system later this year. "Material 3 Expressive" will make the Android 16 user interface more vibrant, with improved animations and new colors.

But do you really need to buy a new smartphone for that? Google released the latest updates for all Pixel smartphones from the 6 to 9 series, so even older devices can get new software quickly. Google now guarantees seven years of updates for its Pixel devices from the 8 series onwards – a real bonus. No other manufacturer currently offers a comparable longevity guarantee against software obsolescence. Google doesn't depend on customers regularly buying new devices; the company makes its money from services, not hardware.

Apple currently provides iPhone updates for an average of six years, but does not guarantee this. Samsung guarantees updates for six years, depending on the device, but often delivers new operating system versions several months late.

Google's long update guarantees highlight a problem many manufacturers face: Since the key AI innovations on smartphones are now all software-based and mostly computed in the cloud, customers have less and less incentive to buy the latest model. On average, the devices have been running for more than three years , and the trend is rising.

Accordingly, the number of smartphones sold in highly developed markets like Germany is currently declining. Genuine hardware innovations have become rare, and the differences between model generations are smaller than ever. Innovation primarily occurs in the operating system software – and, assuming updates, this is the same for all devices.

At its WWDC 2025 developer conference on Monday, Apple unveiled iOS 26, featuring a comprehensive new design called "Liquid Glass," which introduces transparent elements and rounded shapes. This visual update will also be available for five-year-old iPhones (starting with the iPhone 11).

While some new AI features remain exclusive to the current flagship iPhone 16 and 15 Pro models, Apple has postponed major AI innovations until next year anyway. So, Apple customers can safely postpone new purchases; last year's devices will also receive the new design.

Google's new Pixel 9a also faces tough competition from last year – in the form of its premium predecessor, the Pixel 8 Pro, which is currently available new starting at €559. While it has an older chip on board, it has more RAM, a better screen, and, most importantly, an additional telephoto camera with five times magnification.

The Pixel 8 Pro's casing, with its signature camera bar, also feels more premium. It's getting the latest Android 16 at the same time as the Pixel 9a, making it the better device for just under €100 more. The Pixel 9 Pro offers even more performance and even better cameras—but at €750, it's significantly more expensive.

The direct comparison between the current mid-range and the previous top model shows the problem facing manufacturers: the market for mid-range devices is shrinking, and they are caught between the ever-improving budget offerings and the top models of the previous year.

For example, Samsung's current budget Android device, the A16 5G, costs just €149 and offers genuine everyday usability. While it's getting new operating systems about a year late, Samsung is currently preparing the update to Android 15. However, the manufacturer also guarantees "up to six operating system updates" until 2030. So, even with a one-year delay, Samsung customers get many important AI features for this low price, because thanks to cloud connectivity, these features usually don't require the latest smartphone hardware.

Anyone looking to buy a new device should therefore pay particular attention to the most recent operating system version and the manufacturer's update guarantees. Last year's devices often offer the best value for money, especially the Pro models of the Pixel series. This has been a known fact with Apple's iPhone for some time; accordingly, last year's Pro models are significantly more expensive than the current mid-range 16e device. With Google's Pixel series, on the other hand, last year's Pro devices are still an insider tip.

Those who still want the latest hardware won't be disappointed by the Pixel 9a. Google uses the same Tensor G4 processor as in the expensive Pro models, which is crucial for the fast processing of some of the new AI features in Android 16. The 48-megapixel camera with a fast F1.7 lens also comes from the premium segment. The high-resolution OLED screen supports a smooth 120 Hz display and looks bright and sharp even in sunlight.

Google also installed a larger battery than its predecessors; in WELT's everyday test, with heavy browsing, social media, and moderate camera use, the phone lasted almost two days—longer than many significantly more expensive models. Google packs all of this into a case with a metal frame that's water- and dust-resistant, which isn't a given in this price range. In short, the Pixel 9a's hardware really stands up well for the mid-range.

Benedikt Fuest is a business correspondent for innovation , the internet , IT and defense technology.