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| In an advertisement for the Pixel 10, Google dunked on Apple's Siri AI delays. Getty/Insider Composite |
The tech rivalry between Apple and Google just got a little more animated.
In a slick new ad teasing the upcoming Pixel 10 launch, Google takes a sharp jab at Apple’s long-delayed rollout of its AI-powered Siri overhaul, using swagger, sarcasm and a classic track by Snoop Dogg to drive the message home. The commercial not only previews Google’s new phone but also mocks Apple’s failure to deliver its much-hyped Apple Intelligence features on time.
A Shot at Siri, Set to Snoop
“If you buy a new phone because of a feature that’s ‘coming soon,’ but it’s been ‘coming soon’ for a full year,” the ad’s narrator begins with a grin-inducing tone, “you could change your definition of ‘soon’ or you could just change your phone.”
The words “Ask more of your phone” flash on screen, followed by the Pixel 10 launch date: August 20.
All of this plays over a camera pan of a jet-black Pixel 10 and the unmistakable beat of Dr. Dre and Snoop Dogg’s “The Next Episode.” It’s a bold, stylish, and unmistakably confident shot fired at Apple a company that’s usually the one doing the teasing.
Apple Intelligence: The Feature That’s Still “Coming Soon”
At WWDC 2024, Apple unveiled a suite of AI tools branded as Apple Intelligence, promising smarter, more contextual Siri capabilities, deep integration with apps, and natural language understanding. But by March 2025, Apple admitted that the most anticipated part of the update the Siri AI overhaul would be delayed again.
“We're making good progress on a more personalized Siri,” CEO Tim Cook said during last week’s earnings call. “And we do expect to release the features next year.”
That means consumers who bought the iPhone 16 expecting advanced AI integrations may have to wait until late 2025 or even longer.
Marketing Missteps and Mounting Criticism
The delay hasn’t gone unnoticed. Apple recently made private a promotional YouTube ad featuring actor Bella Ramsey using unreleased Siri AI features, further fueling criticism over its marketing transparency.
Apple now faces a lawsuit over claims that it misled customers about what the iPhone 16 would be capable of, particularly in the context of AI features that still haven’t materialized.
Apple’s spokesperson Jacqueline Roy addressed the delay in March, telling tech blog Daring Fireball, “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.”
Google Smells Opportunity
Google, on the other hand, appears ready to seize the moment. With the upcoming launch of the Pixel 10, the company is making it clear: if you want working AI now, not later, Android is ready.
Google’s Android phones, including the Pixel 8 and 8 Pro, already include Gemini, its AI-powered assistant, integrated across Gmail, Maps, Photos, and Docs. Meanwhile, Google’s in-house models continue to evolve, with Gemini 1.5 Pro and newer iterations rolling out advanced AI tools directly to consumers and developers.
By undercutting Apple’s delay with humor and swagger, Google is positioning itself not just as a technological alternative, but as a cultural one one that delivers innovation on time, not “soon.”
The Bigger Picture: AI Arms Race in Mobile
As the mobile AI race heats up, it’s not just about performance it’s about credibility and execution.
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Apple is known for polish but has stumbled on timing.
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Google is positioning itself as the faster-moving innovator that ships.
With consumer expectations for on-device AI growing rapidly, especially after a year of hype surrounding tools like ChatGPT, Claude, and Gemini, the clock is ticking.
Apple may still win the AI game long-term, but for now, Google’s latest campaign makes one thing clear: in the smartphone AI race, “coming soon” just won’t cut it anymore.
