Three phones, three ecosystems, one budget. The Google Pixel 10, Apple iPhone 17, and Samsung Galaxy S25 all launched at £799 — but that's where the similarities end. Each takes a fundamentally different approach to what a flagship phone should be.
This isn't a spec-sheet comparison. You can find those anywhere. Instead, we're making decisions: which phone wins in each category, and which one deserves your money. Let's get into it.
All three flagships share the same £799 starting price, but storage allocations differ significantly:
Apple’s decision to start the iPhone 17 at 256GB is generous — you’re getting double the storage of the Pixel 10 and Galaxy S25 at the same price. But storage isn't everything.
The Pixel 10 includes a 5x telephoto camera—a feature typically reserved for Pro models costing over £1,000. The Galaxy S25 matches the Pixel on refresh rate but lacks the long-range optical zoom. And if you're shopping deals, Currys currently has the Pixel 10 for £599 — a remarkable discount that shifts the value calculation entirely.
Verdict: Pixel 10 wins on value. At street prices, you're getting versatile camera hardware for significantly less than the competition. The iPhone 17's extra storage is excellent, but the Pixel's zoom lens offers more day-to-day utility for many users.
This category is closer than ever. Apple finally brought 120Hz ProMotion to the standard iPhone — a feature previously reserved for Pro models.
All three now offer smooth 120Hz scrolling. The Pixel 10 and iPhone 17 are evenly matched on brightness at 3000 nits — both usable in direct sunlight.
The differentiator here is utility. The iPhone's Dynamic Island has matured into a genuinely useful multitasker for timers, sports scores, and Uber deliveries. The Pixel's "At a Glance" widget is helpful, but it lacks the interactive polish of Apple's implementation.
Verdict: iPhone 17 wins. While the specs are nearly identical, the Dynamic Island adds a layer of software utility that the Pixel and Galaxy notch/hole-punch designs can't match.
Here's where things get nuanced.
The Pixel 10 runs Google's Tensor G5, built on TSMC's 3nm process. It offers a respectable boost over the G4, but Tensor has never been about benchmark dominance — it's optimised for machine learning and on-device AI.
The iPhone 17 uses Apple's A19 chip, also on 3nm. Apple's silicon remains the gold standard for single-threaded performance and power efficiency. If you're editing 4K video or playing graphically intensive games, the A19 is the reliability king.
The Galaxy S25 packs the Snapdragon 8 Elite for Galaxy with 12GB RAM. It's the most powerful Android chip available, outpacing Tensor G5 in raw benchmarks — particularly in gaming and sustained graphical loads.
Verdict: Depends on your priority.
This is the Pixel 10's standout feature, though the specs require a closer look.
The headline: Google put a 5x telephoto on the standard Pixel 10. While it uses a 10.8MP sensor (unlike the 48MP sensor on the Pro), having dedicated optical zoom at this price is a massive advantage over the iPhone.
Pixel 10 Specs:
iPhone 17 Specs:
Galaxy S25 Specs:
Real-world difference: At a concert, the Pixel 10's 5x zoom lets you capture the lead singer's expression clearly from the seated section. On the iPhone 17, that same shot is a digitally cropped, muddy blur. Even for simple things—like reading a menu on a wall or snapping architectural details across the street—the optical lens is transformative.
However, the iPhone 17 fights back with a superior 48MP ultrawide (vs the Pixel’s 13MP) and an excellent 18MP front camera with Center Stage. If selfies and wide landscape shots are your priority, the iPhone has the edge in resolution.
Verdict: Pixel 10 wins on versatility. The 5x telephoto is a genuine differentiator. While the iPhone has a better selfie and ultrawide camera, the complete lack of optical zoom holds it back for photography enthusiasts.
Apple doesn't disclose battery capacity, but the iPhone 17's 30-hour video playback claim suggests improved efficiency from the A19 chip. In real-world use, all three phones comfortably last a full day.
Charging is where they diverge. The Pixel's 30W wired charging reaches 55% in 30 minutes. To get these speeds, we recommend a reliable PD-enabled charger like the Belkin 25W USB-C Wall Charger paired with a high-quality cable such as the Belkin Eco Braided 240W USB-C Cable to handle future fast-charging standards.
The iPhone's 25W MagSafe wireless charging still outpaces both competitors' wireless speeds. However, the Pixel's new Pixelsnap feature means your magnetic chargers and accessories now work seamlessly with it, albeit capped at 15W wireless charging.
Verdict: Slight edge to iPhone 17. Apple's combination of excellent efficiency and fast MagSafe charging is compelling. The Pixel has faster wired charging if that's your preference.
This is a tale of two philosophies.
The Pixel 10 ships with Android 16 and Google's deepest Gemini integration yet. Gemini Live enables natural voice conversations, Magic Cue offers proactive suggestions, and features like Circle to Search and Live Translate work seamlessly. Google commits to 7 years of updates — support until 2032.
The iPhone 17 runs iOS 19 with Apple Intelligence. Apple's AI features have matured, with writing tools, image generation, and Siri improvements. While Apple is often slower to adopt new features, they lead on privacy—most AI processing happens on-device, and they don't use your data for ad targeting. The ecosystem integration (AirDrop, iMessage) remains a fortress.
The Galaxy S25 offers its own Galaxy AI features on top of Android, with Samsung also promising 7 years of updates. However, Samsung's updates generally arrive a few months later than Google's own Pixel drops.
Verdict: Depends on your ecosystem.
All three phones feel premium. All carry IP68 water resistance.
The key difference is size and weight:
The iPhone 17 and Galaxy S25 are noticeably lighter and thinner. The Pixel carries its larger battery and telephoto lens in a chunkier body (204g). You will feel this difference. The Pixel 10 can feel dense and top-heavy during one-handed use, while the iPhone 17 disappears into a pocket much more easily.
To improve the grip and protect that premium finish, we highly recommend the official Google Pixelsnap Case (Obsidian). It is custom-built for the new magnetic system and adds much-needed shock absorption without adding too much bulk.
Verdict: iPhone 17 wins on portability. If you prioritise a compact, light phone, the iPhone (or the even lighter Galaxy) is the clear choice. If you'll take the camera and battery benefits, the Pixel's extra heft is the price you pay.
For most UK buyers: the Pixel 10.
The camera alone justifies the choice. Getting 5x optical zoom at £799 — or £599 from Currys — is remarkable. While the 10.8MP sensor isn't "Pro" resolution, the optical reach transforms how you take photos. Add Gemini integration, 7 years of updates, MagSafe compatibility via the Official Pixelsnap Case, and Google's clean software, and it's the most complete package at this price.
The iPhone 17 is excellent if you're committed to Apple's ecosystem, want maximum storage out of the box, or prioritise portability. The Galaxy S25 is the power user's choice for gaming.
But for pure value — for what you get per pound spent — the Pixel 10 wins.