SAN FRANCISCO: Google on Tuesday unveiled its new Pixel smartphone with artificial intelligence built in as it directly takes on the iPhone with its own branded handset.

“We are building hardware with the Google Assistant at its core,” said Rick Osterloh, head of a new hardware division at the California-based internet giant. “We believe that the next big innovation is going to take place at the intersection of hardware and software, with AI at the center.”

Pixel smartphone will be availabile with a five-inch display or a 5.5 inch display, starting at $649 for US customers, at similar prices to the latest iPhone models.

Pre-orders began on Tuesday in Australia, Canada, Germany, Britain, and the United States.

“It’s the first phone made by Google inside and out,” said Sabrina Ellis of the Pixel product management team.

By producing the hardware and Android software, Google is making a more direct challenge to Apple and its tightly controlled ecosystem.

Along with being the first smartphone to ship with Google Assistant, it will come with unlimited storage for photos and videos and be compatible with the company’s new Daydream virtual reality platform.

Pixel also has a special program to make it easy for users to switch operating systems, say from an iPhone to and Android, by simply transfer contacts, content and even iMessages, according to Ellis.

Let’s get to the good stuff. Here’s #Pixel by the numbers. #madebygoogle pic.twitter.com/eetVpX0eSu

— Google (@google) October 4, 2016

#Pixel‘s camera is packed with cool features like Smartburst and Lens Blur. #madebygoogle pic.twitter.com/QQtZqcz3qz

— Google (@google) October 4, 2016

The camera on Pixel is the best smartphone camera… EVER, according to DxOMark. #madebygoogle pic.twitter.com/J8Xf2ciaUo

— Google (@google) October 4, 2016

#Pixel is the first Daydream-ready phone, with sensors and displays all tuned for amazing VR. #madebygoogle

— Google (@google) October 4, 2016

Introducing Daydream View — the first headset made for Daydream. It’s comfortable and easy to use. #madebygoogle pic.twitter.com/HK7BLvB4PO

— Google (@google) October 4, 2016

#Pixel can get you up to 7 hours of power with just 15 minutes of charging. #madebygoogle

— Google (@google) October 4, 2016

Your Google Assistant will even recognize what’s on your #Pixel screen, so you can get help in context. #madebygoogle pic.twitter.com/8rZPjUBF68

— Google (@google) October 4, 2016

Google announced an exclusive deal with US telecom provider Verizon for Pixel sales. Ellis said the company is working with service providers in other countries.

The version for sale at Google’s online shop is “unlocked” to work with various carriers..

And that’s a wrap! Say hello to the whole #madebygoogle family. https://t.co/0e0g3PKz6k pic.twitter.com/gV97oQ3KtX

— Google (@google) October 4, 2016

PRE-ORDER

Pre-order #Pixel and get a promo code for the Daydream View VR headset – on us. #madebygoogle https://t.co/Txa7WLbFuj pic.twitter.com/yFHvF2x2Li

— Google Store (@GoogleStore) October 4, 2016