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Google’s Pixel 5 dilemma: How to emerge from the smartphone shadows

Every fall. Google hopes to make a splash with its latest Pixel phone, and every fall, the same thing inevitably happens. No matter how good the Pixel turns out to be — and recent models have certainly impressed — it fails to distinguish itself from the other flagship phones looking to steal some of the thunder enjoyed by Samsung and Apple.

With the Pixel 5, which is expected to debut this Wednesday (Sept. 30) during an online event, Google seems to be taking another tack, at least according to rumors about the upcoming phone. Instead of trying to match phones like the Galaxy S20 and Galaxy Note 20 feature for feature, the Pixel 5 may not even try to win a specs showdown.