Pixel 10 lineup now available on EE

EE opens pre-orders for Google's Pixel 10 series with Gemini AI features and strong trade-in incentives.

Pixel 10 lineup lands on EE with AI upgrades and big trade in offers

EE has opened pre-orders for Google Pixel 10, Pixel 10 Pro and Pixel 10 Pro XL across its shops, telesales and ee.co.uk. The Pixel 10 Pro Fold registration is also available for interested buyers. EE promotes the lineup as a good match for its 5G standalone network, highlighting the Tensor G5 chip and Gemini AI tools built into the devices.

Pricing is structured on a 36-month Flex-Pay plan with up-front costs of £30 and monthly payments that vary by model. The Pixel 10 starts at £48 per month, the Pixel 10 Pro at £52 per month, and the Pixel 10 Pro XL at £55 per month, with savings ranging from £424 to £608 depending on the model. The retailer also offers trade-in savings of up to £720 on eligible devices and a promotion ending on 15 September that includes 125GB of data and unlimited calls and texts on qualifying plans. Android users can also transfer their EE connection to a new device via an eSIM transfer.

The Pixel 10 rollout on EE reflects a broader shift in how carriers market high-end devices. By tying AI features and cloud tools to a strong network and bundled perks, EE aims to reduce the friction of upgrading and encourage longer-term contracts. The emphasis on Gemini AI and camera enhancements signals Google’s push to make hardware feel like a platform for services, not just a phone. Yet the real test will be how much value shoppers see in the bundled extras and how data-heavy AI features perform on EE’s network in crowded urban zones. This launch could shape the speed at which customers move between devices and networks, especially as eSIM transfers simplify switching.

Highlights

As devices and networks grow closer, buyers will weigh AI promises against real-world value.