The Pixel 9 series is here with four models in tow, up from two in years gone by. The introduction of the smaller Pixel 9 Pro and the merger of the second-generation foldable in the Pixel 9 Pro Fold makes this Google’s most expansive launch range to date. But accompanying the new hardware is a less welcome addition — price hikes.

Sadly, the Pixel 9 costs $799 — $100 more than the Pixel 8 — pitting the phone directly against the Galaxy S24 and iPhone entry points rather than undercutting them. Likewise, the Pixel 9 Pro XL costs $100 more than the similarly sized Pixel 8 Pro. If you want a big Google flagship, and many people do, you’re now looking at an eyewatering price tag that’s creeping closer to Galaxy Ultra and iPhone Pro Max money.

The good news, as it were, is that you can still purchase Google’s best mobile technology for $999, in the form of the marginally more compact Pixel 9 Pro. It has the same processor, cameras, and other capabilities as the XL model; it’s just smaller. Thankfully, this provides Google fans with an out. The Pixel 9 Pro Fold also costs exactly the same as its predecessor at a still lofty $1,799. But that’s small mercies for a phone that costs more than my rent.

For me, the entry-level Google Pixel 9 price increase is the hardest to swallow. Prices have risen sharply by $200 in just two years, from $599 with the Pixel 6 and 7 to $699 with the Pixel 8, and again by another $100 this year. The days of a bargain Pixel flagship appear to be well and truly behind us.

Google says $799 reflects the cost of its hardware updates, and it’s true that it has more RAM, a Tensor G4 processor, an ultrasonic fingerprint scanner, and a brighter display than last year, but it doesn’t have the breadth of camera hardware improvements as the Pro models. In fact, it’s still a dual camera system compared to the zoom capabilities you’ll find on the Samsung Galaxy S24.

But the biggest kick in the teeth: Pixel 9 buyers don’t receive the same free year of Gemini Advanced and 2TB of Google One cloud storage that Pro buyers do ($240 value). Video Boost is also, once again, reserved for Pro-model customers, and the base model can’t do 8K video upscaling. Those who don’t splash out for Google’s most expensive Pro models are still left behind — including on some AI-based tools, arguably the Pixel line’s biggest new selling point, which doesn’t look so good when Samsung stacks its full Galaxy AI suite across its entire lineup.

Fortunately, the Pixel 9 still comes with Gemini Live, Pixel Studio, Screenshots, Google Keep’s Magic List, and other features scattered throughout the Pro lineup. It doesn’t miss out on too much, but the question, of course, is whether you’ll make regular use of these new additions to justify that extra $100 over last year’s model.

If not, you could swap to the more powerful Galaxy S24, complete with a more flexible triple camera arrangement. Alternatively, Apple’s iPhone 16 series is right around the corner, which is also expected to offer a very powerful processor and some interesting new iOS 18 features. Last year’s cheaper Pixel 8 price kept these rivals at arm’s reach, but this year, there’s more to think about.

There are also much cheaper entry points into Google’s ecosystem that offer a similar hardware formula without the latest AI extras. Last year’s Pixel 8 launched at $699 and is regularly discounted, plus it has six more years of update support on the clock. It’s unlikely to be very future-proof in terms of AI (given its limited RAM), but that’s no loss if you’re not interested in the new Pixel 9 tools. A few of Google’s new features may trickle down, but either way, it’s not a bad buy while you can, given it’s $100s less than the newer model.

Similarly, the Google Pixel 8a starts at just $499, saving you a decent chunk at $300 less than the Pixel 9. The phone trades down a bit more in the camera, charging, and durability departments compared to Google’s latest entry-level flagship, and we doubt Google will port many new AI tools to the A series. Still, as a pathway into the core Pixel ecosystem without all the AI doodads, this is a much more financially attractive prospect than the Pixel 9.

This isn’t to say the Pixel 9 is without merit. It’s still $200 less than the Pro and comes with most of Google’s latest hardware and software upgrades. Compared to the Galaxy S24 and the upcoming iPhone 16, it’s not in a bad place, but it’s also not the bargain we’ve become accustomed to from an entry-level flagship Pixel. Competition is certainly stiffer, even from its own lineup.

Those who can afford it should spend that extra $200 on the Pixel 9 Pro. The telephoto camera adds a huge amount of photo flexibility, the selfie upgrades are bigger, the Pro models are seemingly up a rung on the Feature Drop ladder, the phone has the best AI features, and the one-year Google One plan pays for itself (if you’ll use it). Whether you care about AI or couldn’t care less, then the Pixel 9 struggles to stand out next to its siblings.

Just like the Pixel 8, the Pixel 9 sits awkwardly between Google’s budget and premium tiers, but the $100 price hike is, for the first time, giving me pause for thought about who to recommend this phone to.