Google has officially launched the Pixel 10 series, including the Pixel 10, Pixel 10 Pro, and Pixel 10 Pro XL. While much attention is given to the new Tensor G5 chip and AI-powered cameras, the most significant change is the removal of the physical SIM card tray in most U.S. models. Instead, Google is opting for a full eSIM approach.
Dual eSIM support for flexibility
The new lineup supports Dual eSIM functionality, allowing users to keep two active lines and store multiple profiles. For U.S. buyers, this means adopting a digital-only mobile experience, a move that mirrors Apple’s decision with the Apple iPhone 14 in 2022.
Fold and global models keep SIM
The change is not universal. The Pixel 10 Pro Fold will still include a physical nano-SIM slot, and international versions in markets such as Germany, the UK, India, Canada, and Japan will continue to feature both a nano-SIM tray and eSIM support.
Benefits of an eSIM approach
From a security perspective, eSIM technology prevents quick SIM theft and makes switching carriers or activating travel plans as easy as scanning a QR code. For manufacturers, the removal of the SIM tray frees up valuable internal space for other components.
Limited impact on secondary market
When Apple introduced the Apple iPhone 14 as an eSIM-only model in the United States, it created challenges in the global secondary market. Devices were harder to trade outside the U.S., and non-eSIM models saw a slight price increase. SecondaryMarket.news also learned of bulk returns of Apple iPhone 14 units, with buyers unaware of the eSIM-only limitation.
Google’s decision to follow a similar path with the Pixel 10 series, however, is unlikely to have the same level of impact. The brand’s overall market share remains small. According to recent data from IDC, Google shipped 64.5 million devices to date, giving them a global market share of just 0.5%.
In Europe, it is still well below 1.5%, and its footprint in the global secondary mobile market is even lower. As a result, any regional restrictions on reselling Pixel 10 devices will have only a minimal effect. Demand for used Pixel phones is also largely confined to the selective markets where Google actively sells new devices.
Trade-in programmes remain attractive
One area where Google continues to make an impression is trade-in. The company is known for offering competitive prices to customers upgrading their devices. In Japan, Pixel 6 users were able to trade in their phones for a new Pixel 7. In European markets including the UK, the Netherlands, and Italy, Google’s trade-in schemes are powered by PCS Wireless, one of the world’s leading secondary mobile device traders.
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