Google has taken a cheeky swipe at Apple’s delayed AI rollout in a new advertisement for the upcoming Pixel 10, poking fun at Siri’s longstanding shortcomings and the late arrival of Apple Intelligence.
Google has taken a subtle jab at Apple’s delayed AI rollout in a new advertisement for the upcoming Pixel 10.
After Apple pushed back its personalised Siri update for iPhones, Google posted a video showcasing its upcoming handheld, while Snoop Dogg and Dr. Dre’s The Next Episode plays in the background.
In the ad, the narrator says: “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.”
The video ends with the text: “Ask more of your phone”, highlighting Google’s advancements in AI with its Pixel line and Gemini.
Apple had initially revealed its own AI model Apple Intelligence in June 2024, and features for the software slowly rolled out following the iPhone 16 line-up”s release that September.
One of those features advertised as part of Apple Intelligence was a personalised Siri, which would have allowed the voice assistant to offer more detailed and personal responses to user queries.
However, the Siri upgrade – which was slated to launch in 2025 – was delayed to next year after Apple admitted “it’s going to take us longer than we thought to deliver on these features”.
Meanwhile, the Google Pixel 10 line-up is slated to release on August 20, 2025.
The new devices are rumoured to include Qi 2 magnetic charging – similar to Apple’s MagSafe on their iPhones – the new Tensor G5 chip, AI improvements and camera upgrades.
The base 128 GB version of Google Pixel 10 is reportedly due to retail for $799, while the Pixel 10 Pro is said to cost $999 for the same storage.
Google pokes fun at Apple’s Siri delay in Pixel 10 ad
