The Pixel 10 represents a shift for Google, and a tacit acknowledgement that it needs to stop copying the base iPhone.

Google has consistently ranked among the best smartphones for its affordable devices over the past six years, particularly with its Pixel A series. The Pixel 3a set the trend for major phone manufacturers to provide a compelling experience at half the price of flagship models, intensifying competition in this segment.

As noticed by leaker Mukul Sharma on Twitter, Google's official Pixel store now features a video which morphs the number 10 into an image of the Pixel 10, the very phone that Google is about to launch. Sure, the photo is pretty dark and we don't see the phone from the front. But it's basically a photo of the entire phone, so...thank you, Google?