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Who the Heck Is Gonna Pay $250 for Google AI Ultra?

Google’s pricey new AI subscription seems to be aimed at people who want to generate a ton of video or code.

Want Google’s biggest and best AI features? A new plan has them all, but with a steep price tag.

Read more: Everything We Learned at Google I/O. AI Mode in Chrome, Gemini Live, XR Glasses and Much More

Google rolled out AI Ultra Tuesday at its annual I/O developers conference, and the new top-tier model features the best models of its Gemini tool, early access to new video generation models, the highest usage limits in tools like NotebookLM, a prototype for managing AI agents and, as icing on the cake, a whopping 30 terabytes of storage. 

For all of that, you’ll pay a pretty penny. Google AI Ultra costs $250 a month (although the company is offering half off the first three months). Not ready to drop $3,000 a year on AI? Google is rebranding its existing AI Premium plan as Google AI Pro, which also offers new features. It stays at a modest $20 per year.

The difference between the two plans centers mainly on the usage limits for AI tools and access to bleeding-edge technology. Google AI Ultra has much higher limits, meaning if you’re making a ton of videos or using Gemini a ton, you might need the pricier option. «It’s for the trailblazers, the pioneers, those of you who want cutting-edge AI from Google,» Josh Woodward, the company’s vice president for Google Labs and Gemini, said during Tuesday’s announcement.

Here’s what’s included in the new Google AI plans.

What’s in the Google AI Ultra plan?

The biggest component of Google AI Ultra is a maxed-out version of the company’s Gemini app. It has the highest usage limits for the Deep Research function, along with the Veo 2 video generation model and early access to Veo 3. The subscription also includes the company’s newest reasoning model, Deep Think in Gemini 2.5 pro. You’ll also get immediate early access to Gemini in Chrome, which allows you to use Gemini to understand information based on the context of the current page you’re on.

AI Ultra features access to Flow, Google’s new AI filmmaking tool that also debuted at I/O. This tool allows you to create clips, scenes and movies with text and image prompts. AI Ultra gets you the highest limits for Flow. (The AI Pro plan also includes access to Flow, just with a limit of 100 generations per month.) It also includes the highest limits for Whisk, an AI image generator that allows you to turn photos into mashups, including Whisk Animate, which creates vivid eight-second videos.

Other features included in AI Ultra aren’t necessarily AI-specific: You’ll get access to YouTube Premium, including YouTube Music ad-free. It also includes 30TB worth of cloud storage. It’s only available in the US for now.

While AI Ultra’s $250 monthly price tag is high, compare it to the top-tier subscription plans from competing AI companies. OpenAI’s Pro plan gives you the best of ChatGPT for $200 per month. Anthropic’s Max plan starts at $100 per month for top Claude features. 

What’s in Google AI Pro?

The company’s current AI Premium plan is being renamed AI Pro. The price remains $20 per month, but the new features include Flow’s filmmaking capabilities and early access to Gemini in Chrome. These additions are also coming to the US first.

Google said it is also expanding free access to AI Pro for university students in Japan, Brazil, Indonesia and the United Kingdom. It’s already available free for students in the US.

Who is Google AI Ultra for?

You don’t need to drop $250 a month on AI if you’re just dabbling around with chatbots or making an image or two occasionally. Google’s AI Pro plan likely has everything you’ll need at a much better price.

What about the bundlers who want a lot of storage space? The non-AI features of AI Ultra are pretty cool, but are they worth $250 a month? First there’s YouTube Premium, which only costs $14 a month on its own. You can pair that with Google AI pro for just $34 a month. (And if you want to use a different AI service, even a top-level plan from OpenAI or Anthropic would keep your total below $250.) As for the 30TB of storage, that’s harder to replace. Apple’s iCloud offers 12TB for $60 a month while Dropbox offers 15TB starting at $24 per month.

The distinction really is the usage limits and the cutting-edge features. Google representatives told me that AI Ultra is best for people like filmmakers, developers and creatives who are going to generate a lot of content using AI. If you want to use generative AI to produce a lot of video content or longform video content, you’ll need the highest usage limits you can get. And with all of those files, you might actually need that 30TB of storage.

Even if you’re not using AI to produce a ton of content, you may be interested in AI Ultra if you absolutely must have access to the new features as soon as they roll out. AI Ultra will get early access to things like Google’s Project Mariner agentic research tool and the new Deep Think feature in Gemini. 

But if the price tag for the biggest and best subscription plan is giving you sticker shock, don’t worry. AI Pro still comes with plenty of features.

Technologies

Apple CarPlay Ultra vs. Google Built-In: How the Next-Gen Auto Software Rivals Compare

Apple and Google are supercharging their car software experiences. Here’s how they differ.

I’d spent an hour driving a $250,000-plus Aston Martin up the Los Angeles coast when my hunger pangs became impossible to ignore, and as I’ve done many times before, I asked Siri (through Apple CarPlay) to find me a taco place. But then I did something no other car on the planet allows: I asked Siri to blast the AC and make the air colder. That’s because the 2025 Aston Martin DBX I drove was the first vehicle to come with Apple CarPlay Ultra, the upgraded version of the company’s car software.

Apple debuted CarPlay Ultra at WWDC 2025 last month, and this year’s version of the Aston Martin DBX is the first vehicle to launch with it (pairing with an iPhone running iOS 18.5 or later). As I drove the luxury crossover around, I fiddled with other features that aren’t available in regular CarPlay, from climate control to radio to checking the pressure on the car’s tires. Ultimately, Ultra gives deeper access to more car systems, which is a good thing.

That reminded me a lot of a new feature announced at Google I/O back in May: Google Built-In, which similarly lets users control more of a car’s systems straight from the software interface (in that case, Android Auto). When I got a demonstration of Google Built-In, sitting in a new Volvo EX90 electric SUV, I saw what this new integration of Google software offered: climate controls, Gemini AI assistance and even warnings about car maintenance issues.

But the name is telling: Google Built-In requires automakers to incorporate Android deeper into their cars’ inner workings. Comparatively, Apple CarPlay Ultra support seems like it won’t require car manufacturers to do nearly as much work to prepare their vehicles, just adding a reasonably advanced multicore processor onboard that can handle an increased task load. (Aston Martin will be able to add CarPlay Ultra support to its 2023 and 2024 lineups through firmware updates because they already contain sufficiently advanced CPUs.)

Both solutions reflect Apple’s and Google’s different approaches to their next versions of car software. Apple’s is lighter weight, seemingly requiring less commitment from the automaker to integrate CarPlay Ultra into their vehicles (so long as it has adequate processing power onboard), which will run through a paired iPhone. Google Built-In does require much more integration, but it’s so self-sufficient that you can leave your Android phone at home and still get much of its functionality (aside from getting and sending messages and calls). 

Driving with Apple CarPlay Ultra: Controlling climate, radio and more

As I drove around Los Angeles in the Aston Martin with Apple CarPlay Ultra, I could tell what new features I would be missing once I stepped back into my far more humble daily driver. 

At long last, I could summon Siri and ask it to play a specific song (or just a band) and have it pulled up on Spotify. Since Apple’s assistant now has access to climate controls, I asked to turn up the AC, and it went full blast. I asked to find tacos and it suggested several fast food restaurants — well, it’s not perfect, but at least it’s listening. 

To my relief, Aston Martin retained the physical knobs by the gearshift to control fan speed, temperature, stereo volume and the car’s myriad roadway options (like driving assistance) in case the driver likes traditional controls, but almost all of them could also be altered in the interface. Now, things like radio controls (AM/FM and satellite) and car settings are nestled in their own recognizable apps in CarPlay’s interface.

Ultimately, that’ll be one of CarPlay Ultra’s greatest advantages: If you enter an unfamiliar vehicle (like a rental), you still know exactly where everything is. No wrestling with a carmaker’s proprietary software or trying to figure out where some setting or other is located. It’s not a complete replacement — in the Aston Martin’s case, there were still a handful of settings (like for ambient light projected when the doors open) that the luxury automaker controlled, but they were weaved into CarPlay so you could pop open those windows and go back to Apple’s interface without visibly changing apps.

The dependable ubiquity of Apple’s CarPlay software will likely become even more essential as cars swap out their analog instrument clusters for screens, as Aston Martin did. There’s still a touch of the high-end automaker’s signature style as the default screen behind the wheel shows two traditional dials (one for the speedometer, one for RPMs) with Aston Martin’s livery. But that can be swapped out for other styles, from other dials with customizable colors to a full-screen Maps option.

Each of the half-dozen or so dashboard options was swapped out via square touchpads smaller than a dime on the wheel next to the other touch controls. On the dual-dial display types, I swiped vertically to rotate between a central square (with Maps directions, current music or other app information) or swiped horizontally to switch to another dashboard option. No matter which one you choose, the bottom bar contains all the warning lights drivers will recognize from analog cars — even with digital displays, you’re not safe from the check engine light (which is a good thing). 

Apple CarPlay Ultra doesn’t yet do everything I want. I wish I could also ask Siri to roll down the windows (as Google Built-In can — more on that later) and lock or unlock specific doors. If Apple is connected to the car enough to be able to read the pressure in each tire, I wish it could link up with the engine readout and be able to tell me in plain language what kind of maintenance issue has sprung up. Heck, I wish it could connect to the car remotely and blast the AC before I get in (or fire up the seat warmer), as some proprietary car apps can do. And while Apple Maps and Waze will be included at launch, Google Maps support is not, but it’s coming later.

These aren’t huge deficiencies, and they do show where CarPlay Ultra could better meet driver needs in future updates, notwithstanding the potentially dicey security concerns for using CarPlay Ultra for remote climate or unlocking capabilities. But it shows where the limits are today compared to Google’s more in-depth approach.

Google Built-In: Deeper car integrations — and, of course, Gemini AI

The day after Google I/O’s keynote was quieter back in May, as attendees flitted between focused sessions and demos of upcoming software. It was the ideal time to check out Google Built-In, which was appropriately shown off in a higher-end Volvo EX90 electric SUV (though not nearly as pricey as an Aston Martin). 

As mentioned above, Google Built-In has deeper integrations with vehicles than what I saw in Apple CarPlay Ultra, allowing users to change the climate through its interface or access other systems, including through voice requests. For instance, it can go beyond AC control to switch on the defroster, and even raise and lower specific windows relative to the speaker’s position: cameras within the car (in the rearview mirror, if I remember right) meant that when my demonstrator asked to «roll down this window» pointing over his left shoulder, the correct window rolled down.

Google Built-In is also connected to Gemini, Google’s AI assistant, for what the company is calling «Google Live,» a separate and more capable version of the Android Auto assistant experience in cars right now. With a Live session, I could request music or directions much like I could with Siri — but my demo went further, as the demonstrator tasked Gemini with requests better suited for generative AI, such as asking, «Give me suggestions for a family outing» and telling it to send a specific text to a contact. 

The demonstrator then asked Gemini for recipe advice — «I have chicken, rice and broccoli in the fridge, what can I make?» — as an example of a query someone might ask on the drive home.

Since you’re signed into your Google account, Gemini can consult anything connected to it, like emails and messages. It’s also trained on the user manuals from each car-maker, so if a warning light comes on, the driver can ask the voice assistant what it means — no more flipping through a dense manual trying to figure out what each alert means.

There are other benefits to Google Built-In, like not needing your phone for some features. But there are also drawbacks, like the need to keep car software updated, requiring more work on Google’s end to make sure cars are protected from issues or exploits. They can’t just fix it in the most current version of Android — they’ll need to backport that fix to older versions that vehicles might still be on. 

This deeper integration with Google Built-In has a lot of the benefits of Apple CarPlay Ultra (a familiar interface, easier to access features), just cranked up to a greater degree. It surely benefits fans of hands-off controls, and interweaving Gemini naturally dovetails with Google’s investments, so it’s easy to see that functionality improving. But a greater reliance on Android within the car’s systems could be concerning as the vehicle ages: Will the software stop being supported? Will it slow down or be exposed to security exploits? A lot of questions remain regarding making cars open to phone software interfaces.

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A Samsung Tri-Fold Phone Could Be in Your Future, if This Leak Is to Be Believed

UI animations might have revealed the imminent release of a so-called «Galaxy G Fold» device with three screens.

Samsung has been showing off mobile display concepts with three screens at trade events such as CES for several years, but it might finally bring one to market soon if a leaked UI animation is any indicator.

As reported by Android Authority, an animated image from a software build of One UI 8 appears to show what some are dubbing a «Galaxy G Fold» device with three display panels. The screens would be capable of displaying different information or working in unison as one large display. The new phone model could debut as early as next week at Samsung’s Unpacked event on July 9 in Brooklyn. 

Huawei released a tri-folding phone in February, the Mate XT Ultimate Design. 

Some websites have gone into overdrive trying to uncover details on what Samsung’s new device might include and how much it may cost, with Phone Arena reporting that according to a Korean media report, it could be priced at about $3,000. 

Samsung didn’t immediately respond to request for comment.

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