The AI expansion on the four Pixel 10 models amplifies Google’s efforts to broaden the use of a technology that is already starting to reshape society. At the same time, Google is taking a swipe at Apple’s Achilles’ heel on the iPhone.

Google on Wednesday unveiled new Pixel 10 smartphones that promise more artificial intelligence capabilities, as it seeks to elbow out competition in the emerging AI-assistant market.

Google’s latest Pixel 10 phones, which were just announced today, don’t come with many external physical changes. The most tangible hardware addition across the lineup, in fact, is completely invisible: a set of magnets beneath the phones’ back panels.