In the relentless battle for smartphone supremacy, missed promises can become powerful weapons. And Google has just taken aim. A new advertising campaign for the upcoming Pixel 10 subtly but unmistakably mocks Apple for the year-long delay in delivering its much-hyped AI upgrade to Siri.
Unveiled with fanfare in 2024 under the label Apple Intelligence, the new version of Siri was touted as a transformative leap forward in personalization and contextual AI. Yet, one year later, the feature is still nowhere to be seen—and Google is making sure consumers don’t forget.
Posted on YouTube and X, the 30-second spot is styled as a gentle but pointed message to smartphone users. A calm voiceover addresses those who “bought a phone for a feature that was coming soon… but never did.” Apple isn’t mentioned by name, but the target is crystal clear.
The timing is no accident. The Pixel 10 is set to launch on August 20, 2025, and recent leaks have already generated buzz. Just a day before Google released its ad, Bloomberg’s Mark Gurman reported on internal struggles within Apple to finalize its AI update. According to Gurman, Craig Federighi, Apple’s SVP of Software Engineering, admitted that the company’s hybrid approach—balancing on-device processing with cloud computing—had significantly slowed development.
For Google, the contrast is an opportunity. The Pixel 10 comes with fully operational AI features from day one, including Circle to Search, live translation, and AI-powered photo editing. By highlighting the gap between promise and delivery, Google positions itself as the brand that delivers real innovation, not just announcements.
Apple’s troubles go beyond engineering delays. The company has reportedly pulled a commercial for the iPhone 16 that showcased its upcoming AI assistant, raising questions about confidence in the rollout. In a market where speed of execution defines leadership, these delays give Google the upper hand—not only in technology, but in perception.
With this ad campaign, Google isn’t just launching a product—it’s drawing a line in the sand. The message is simple: why wait for tomorrow’s AI, when you can have it today?
As the next Apple keynote approaches, the stakes are higher than ever. If Apple hopes to win back momentum, it will have to show that Siri’s long-awaited upgrade can still surprise a market that’s growing impatient—and increasingly impressed by what the competition is already offering.
