Google is taking a direct shot at Apple over its delayed AI features. In a new Pixel 10 ad released today, Google mocks Apple’s unfulfilled promise of a personalized, AI-powered Siri. The ad’s narrator suggests that if you bought a new phone “because of a feature that’s coming soon, but it’s been coming soon for a full year,” you should “just change your phone.”
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The 30-second spot, which appeared on YouTube and X, teases the upcoming launch of the Pixel 10 on August 20. This ad comes nearly a year after Apple released its iPhone 16 with the promise of a major Siri upgrade powered by Apple Intelligence, an update that has yet to arrive.
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This jab from Google follows a recent report from Bloomberg’s Mark Gurman, which shed light on Apple’s internal struggles. According to the report, Apple’s SVP of software, Craig Federighi, told employees in a recent meeting that the delay was due to issues with Siri’s hybrid architecture. Federighi claimed that the company is now working on a new version that will be a “much bigger upgrade than we envisioned.” He previously admitted in June that the update would “take us longer than we thought.”
