Google has launched a new advert for its upcoming Pixel 10 smartphone, directly highlighting Apple’s struggles to deliver on its AI promises. The 30-second video, now available on YouTube and X (formerly Twitter), takes a pointed jab at the delayed rollout of Apple Intelligence, the tech giant’s artificial intelligence upgrade to Siri.
Originally announced alongside the iPhone 16 nearly a year ago, Apple Intelligence was positioned as a major leap forward in personalised AI-driven features for iPhone users. However, despite the initial fanfare, the upgraded version of Siri is yet to appear. This delay has not gone unnoticed by rival Google, which has seized the moment as it prepares for the official launch of the Pixel 10 on 20 August.
Google highlights year-long delay in Apple Intelligence
The new advert from Google features a narrator speaking directly to the audience, referencing consumers who may have purchased a phone expecting a promised feature. “If you bought a new phone because of a feature that’s coming soon, but it’s been coming soon for a full year, maybe it’s time for a change,” the narrator says, implying that switching to a Pixel device could offer a more immediate and reliable experience.
The ad’s release is well-timed, arriving just as anticipation builds for the Pixel 10 launch. While much of the phone’s details have already been leaked—some by Google itself—the ad has managed to shift the focus from hardware to a wider conversation about trust and delivery in tech promises.
Apple faces scrutiny over Siri delays
The ad follows a recent report by Bloomberg’s Mark Gurman, which offers insight into why Apple Intelligence has yet to be unveiled. According to the report, Apple’s Senior Vice President of Software Engineering, Craig Federighi, recently addressed the delay in an internal meeting. He explained that the holdup stemmed from Apple’s attempt to build a hybrid AI architecture for Siri—one that would blend on-device and cloud-based processing.
“This has put us in a position not just to deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” Federighi stated. He also emphasised that the project is now a top priority within the company, saying, “There is no project people are taking more seriously.” Back in June, Federighi had already cautioned that the upgrade was “going to take us longer than we thought” to implement.
Apple’s challenges in delivering Apple Intelligence appear to be part of a broader issue in integrating advanced AI features into mobile ecosystems. The company’s decision to quietly pull an iPhone 16 advertisement, which initially promoted the AI-powered Siri, has only added to the scrutiny.
Competition heats ahead of Pixel 10 launch
As the smartphone market becomes increasingly defined by artificial intelligence capabilities, Google’s new Pixel ad signals a shift in strategy—from touting technical specs to highlighting reliability and delivery. At the same time, the Pixel 10 itself has been the subject of multiple leaks and teasers, including an official image from Google. The new ad serves to contrast Google’s execution with Apple’s delay.
It remains to be seen how the market will respond once the Pixel 10 becomes officially available later this month. But for now, Google has made it clear that it intends to position the Pixel as the more dependable choice for consumers looking to experience AI-driven features without the wait.
