Hassan Khan
Google has just released a playful new ad for its upcoming Pixel 10, and it takes a pretty direct jab at Apple’s long delayed Siri AI upgrade. The commercial humorously points out that if you’ve been waiting “a full year” for a feature that’s still “coming soon,” maybe it’s time to “change your definition of ‘soon’ or just change your phone.”
This was aimed right at Apple Intelligence, Apple’s promised overhauled and more personalized Siri announced at WWDC 2024. The update was supposed to transform how Siri works, but it’s yet to launch. Apple officially confirmed back in March that it wouldn’t arrive until next year a rare delay for the tech giant.
Google’s Stylish But Cheeky Ad
The Pixel 10 ad is pure eye candy: smooth camera sweeps over a sleek jet-black phone, the words “Ask more of your phone” glowing on screen, and the beat of Dr. Dre and Snoop Dogg’s The Next Episode filling the background. The launch date August 20 pops up clearly, making sure viewers know the Pixel 10 is just around the corner.
Interestingly, the ad mirrors Apple’s own clean, futuristic campaign style, but with a twist. It’s a sly wink that says, “We can do polished too and deliver on time.”
Apple’s Quiet Response and Ongoing Delays
Apple hasn’t commented on Google’s roast, but CEO Tim Cook did give a brief update during a recent earnings call, saying they’re making “good progress” and expect to roll out the updated Siri next year. For iPhone fans who were excited about Apple Intelligence, the wait has been longer and more frustrating than expected.
To make matters worse, Apple quietly made a YouTube ad private earlier this year after it showed The Last of Us star Bella Ramsey using unreleased Siri features. Now, the company faces a lawsuit accusing it of misleading customers about AI tools on the iPhone 16.
Google Seizes the AI Moment
While Apple continues fine tuning its big AI rollout, Google is grabbing the spotlight. With a mix of style, humor, and just enough sass, the Pixel 10’s campaign positions it as the phone that delivers on AI promises not just talks about them. And from the look of this ad, Google’s ready to make sure everyone knows it.
