Google Mocks Apple’s AI Delays in New Pixel 10 Ad, Teasing 20 August Launch
Google has launched a new advertisement for its upcoming Pixel 10 smartphone, taking a direct jab at Apple over the delayed rollout of its highly anticipated Siri AI features. The ad, which previews the Pixel 10’s 20 August launch, suggests that consumers tired of waiting for “coming soon” functionalities should consider switching phones.
The advertisement features a narrator stating, “If you buy a new phone because of a feature that’s ‘coming soon,’ but it’s been ‘coming soon’ for a full year, you could change your definition of ‘soon’ — or you could just change your phone.” This pointed remark clearly targets Apple’s unfulfilled promise regarding its overhauled Siri. The ad then displays the tagline, “Ask more of your phone,” alongside the launch date.
Evoking the sleek, futuristic aesthetic often seen in Apple’s own campaigns, Google’s ad showcases a jet-black phone with a roving camera. Adding to the playful jab, the advertisement is soundtracked to Dr. Dre and Snoop Dogg’s “The Next Episode.” Neither Google nor Apple has commented on the advertisement.
Apple first unveiled its suite of AI features, dubbed Apple Intelligence, at the 2024 Worldwide Developers Conference (WWDC). While some of these functionalities were integrated into iOS 18, which launched in September of the same year, key features like the deeper Siri integrations for Apple Intelligence have yet to materialise.
In a rare move for the tech giant, Apple officially announced in March that the Siri overhaul would be delayed. Jacqueline Roy, a spokesperson for Apple, informed the Apple blog Daring Fireball at the time, “It’s going to take us longer than we thought to deliver on these features, and we anticipate rolling them out in the coming year.” This delay has seemingly provided Google with an opportune moment to highlight its own advancements ahead of the Pixel 10’s debut.
