“Apple, Ima let you finish…”

This week, Google has once again taken a page from the Kanye West playbook.

No, the tech giant hasn’t started hurling abuse at Taylor Swift and selling shoes that don’t fit properly. Instead, Google has drummed up yet more hype for the upcoming Pixel 4, still months away from an official reveal, by ‘leaking’ more teasey info.

It all started last month when Google responded to string of actual leaked pictures allegedly showing the front and back of the new Pixel 4 by tweeting a photo of their own, with the tongue-in-cheek caption: ‘Well, since there seems to be some interest, here you go!’ The picture immediately went viral and now has 12,000 retweets and 50,000 likes.

Sharing sneak peeks of an upcoming project before its official reveal is a hype-generating technique common among musicians (Mr K West is a pioneer of the method), but tech companies tend to be much more tight-lipped until they’re ready to show their full hand. However, after the wave of excitement, discussion and speculation sparked by that one picture, Google has clearly realised the benefits of the self-leaking method, and this week they’ve been at it again.

In a recent blog post, Google shared a short video confirming two new features that will appear on Pixel 4: face unlock and motion sense. You can check out the video below:

The first of those two features may seem a little unremarkable, particularly to iPhone users, who have been unlocking their phone with their face for quite a while now – but Google assures that its version of the feature is far superior. For one, the system promises to be quicker and more effective – rather than having to hold the phone directly in front of your face to open it, as is the case with Apple devices, Google claims that with Pixel 4, by the time you’ve picked up your phone and raised it to eye-level, it will already be unlocked and ready to use. What’s more, this feature will work whether the phone is face-up or face-down, again trumping Apple.

The other feature, gesture control, or ‘Soli’ as Google calls it, works using a small radar mounted at the top of the phone, allowing you to change songs and snooze alarms by simply waving your hand in front of the phone. This feature has appeared on some modern cars, particularly the latest BMWs, but would be a mobile phone first.

The official reveal for the Google Pixel 4 won’t be until the tail end of the year, but thanks to Google’s new Kanye-esque PR strategy, we can hopefully expect a few more tasty nuggets of information between now and then.