iPhone 17 Pro Max vs. Google Pixel 10 Pro XL: I compared both phones, and it's a close one

Follow ZDNET: Add us as a preferred source on Google.

It feels like yesterday when I sat in a Brooklyn warehouse to watch Jimmy Fallon introduce the Google Pixel 10 series to the world. Since then, Apple has joined the fray with the new iPhone 17, and now I’ve got a few too many new handsets on my mind.

Between what Apple and Google announced, the iPhone 17 Pro Max and Google Pixel 10 Pro XL stand out as the best of the best. They’re the models that tech enthusiasts drool about, fans wait in lines for, and journalists like me itch to compare before the year-end awards are due.

Also: Apple Events live updates: iPhone 17, iPhone Air, AirPods Pro 3, and reactions to new wearables

If you’re deciding on which of the two phones to buy, I’ve laid out the biggest differences below, based on specs, hands-on experience, and years of testing both iPhone and Pixel phones.

Specifications

You should buy the iPhone 17 Pro Max if…

1. You’re a video (and selfie) aficionado

The iPhone 17 Pro Max received several camera upgrades this year, but the two that I’d like to focus on are the ProRes Raw video support and the 18MP Center Stage front sensor.

With the former, videographers can record content while bypassing all the usual, automated image processing, like adapting colors and sharpness. The result is footage that’s friendlier to edit, can be matched to the tone that you’re after, and, perhaps most importantly, appears more consistent with content captured by other cameras.

Also: Apple iPhone 17 Pro Max vs. Samsung Galaxy S25 Ultra: I compared both, and here’s the winner

Apple has also upgraded the front camera, which can now take photos and videos with a wider field of view. It’s achieved this by opting for a square-shaped sensor versus a rectangular one, allowing the iPhone to crop in or out (read: take photos in landscape or portrait orientation) without requiring you to rotate the device.

2. You know how to make a phone turn hot

Whether you’re a hardcore mobile gamer or frequently multitasking, the iPhone 17 Pro Max is arguably the better-performing handset of the two. A big reason for the gap is the new A19 Pro chip, which Apple claims offers a 40% improvement in sustained performance compared to the iPhone 16 Pro. (Keep in mind that when we tested last year’s model, the performance was already impressive.)

Apple has also introduced a new vapor chamber cooling system for the iPhone, which leverages a liquid-filled back panel for heat dissipation. I’m expecting this to keep the iPhone running at peak performance for longer while reducing the toll intense workloads would usually have on the device’s battery life.

3. You need 2TB of storage on your phone 

We now live in a reality where you can buy a $2,000 iPhone from the Apple store, thanks to the new 2TB configuration for the iPhone 17 Pro Max. For content creators, photo buffs, and folks who simply download more apps and files than needed, there’s now an iPhone geared for you.

Also: You can preorder Apple’s new devices this week: iPhone 17, Watch 11, AirPods Pro 3 and more

Comparatively, the Google Pixel 10 Pro XL maxes out at 1TB of internal storage. That’s still plenty for most users, but those with high demands should gravitate toward the iPhone.

You should buy the Google Pixel 10 Pro XL if…

1. You want AI features that promise and deliver 

There’s no denying that the AI features on iPhones are remedial compared to what’s on the Pixel. It’s been an uphill battle for Apple since the beginning, and the gap has only gotten wider with the launch of the Pixel 10 Pro.

Also: I replaced my Samsung S25 Ultra with the Pixel 10 Pro XL for weeks – and don’t regret it

Google’s latest AI tricks include generative image editing via text and a Magic Cue ticker that populates messages, notes, and even phone calls with relevant information (such as flight information, restaurant bookings, and more). 

I’ve found Google’s latest AI features subtle, uninvasive, and highly functional, a combination that many others, including Apple, are still trying to match.

2. You want the most forgiving camera on the market

While the iPhone 17 Pro Max gets my pick for shooting videos, the Google Pixel 10 Pro XL, with its triple lens setup and bounty of computational touch-ups, makes it the most forgiving camera phone right now.

One feature that’s impressed me the most this year is Pro Res Zoom, which uses generative AI to correct noise and distortion when you’re taking pictures of distant subjects. That means shots of buildings and skyscrapers, statues, and even signage that’s far away appear more in focus. 

Also: The secrets that make Pixel 10 Pro the world’s smartest phone camera – from inside Google

You can also turn on Auto Best Take, which automatically picks out the best facial expressions of subjects and morphs them into a single photo — effectively removing any chance of imperfections.

3. You resonate more with Material 3 Expressive

This year, Google and Apple’s approaches to software and user interface design diverged significantly. Google focused on unified colors, natural movements, and distinctive visual cues, while Apple’s design language emphasized translucency and reflections.

Apple’s Liquid Glass concept for iOS 26, which makes the UI elements move like water droplets on a glass panel, is brilliant in theory. However, many iPhone beta users have pointed out a lack of contrast and discernment.

In contrast, Google’s Material 3 Expressive theming has been well-received by Pixel users. It allows for personalizing devices without being distracting.

Want to follow my work? Add ZDNET as a trusted source on Google.