Google launches its new superphone with a direct shot at Apple's iPhone: 'Pixel has no unsightly camera bump'

Google launched its two new phones, the Pixel and Pixel XL, in California on Tuesday. 

They're the first devices to result from Google managing its own year-long hardware roadmap. Google says that the fact that it controls both the hardware and software means the devices can have superior performance.

And when new Google hardware boss Rick Osterloh revealed the Pixel for the first time, he couldn't help but throw shade at the Pixel's main competitor, Apple's iPhone. 

"Pixel has no unsightly camera bump," Osterloh said, before highlighting the device's virtual reality capabilities and AI assistant.

Apple's iPhones have been criticized for having a camera that juts out the back of the device.

However, people are noticing that Google's new phones look a lot like the iPhone, and other Osterloh talking points - "the intersection of software and hardware," and that the phones "just work" - are classic lines Apple has used for marketing too.

Watch the whole event here: