Google Mocks Apple's AI Delays in Cheeky Pixel 10 Ad

Reviewed byNidhi Govil

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Google takes a jab at Apple's delayed AI features in a new Pixel 10 ad, highlighting the ongoing competition in AI-powered smartphone assistants.

Google's Cheeky Ad Takes Aim at Apple's AI Delays

In a bold marketing move, Google has released a new advertisement for its upcoming Pixel 10 smartphone that takes a direct swipe at Apple's delayed AI features. The 30-second spot, which appeared on YouTube and X (formerly Twitter), cleverly mocks Apple's unfulfilled promise of an AI-powered Siri upgrade for the iPhone 16

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Source: TechSpot

Source: TechSpot

The Ad's Message

The narrator in the ad suggests that if you bought "a new phone because of a feature that's coming soon, but it's been coming soon for a full year," you could either "change your definition of 'soon'" or simply "change your phone"

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. This not-so-subtle jab refers to Apple's announcement last year of a more personalized version of Siri powered by Apple Intelligence, which has yet to materialize.

Apple's AI Struggles

Apple's delay in delivering the promised AI improvements has been a source of controversy. The company was forced to remove an iPhone 16 commercial featuring actress Bella Ramsey demonstrating the upgraded Siri's capabilities after confirming in March that the feature would not arrive until 2026

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. This delay has even resulted in a false advertising lawsuit against Apple.

Behind Apple's Delays

Recent reports shed light on the reasons behind Apple's AI setbacks. Craig Federighi, Apple's SVP of software, attributed the delay to issues with using a hybrid architecture for Siri. The company is now reportedly working on a new version of Siri with an updated architecture

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Google's AI Advantage

Source: Economic Times

Source: Economic Times

Google's ad positions the Pixel 10 as an alternative with existing AI capabilities. The company has been integrating AI features into its smartphones, including the AI agent powered by Google Gemini in its latest foldables. This "context-aware" AI can understand and take action with users' content in various apps

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The Ongoing AI Race

The ad highlights the intense competition in AI-powered smartphone assistants. While Google and Samsung have made significant strides in implementing AI features, Apple appears to be lagging. However, Apple CEO Tim Cook has emphasized the importance of AI, stating that the AI revolution is "as big or bigger" than the internet, smartphones, cloud computing, and apps

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Looking Ahead

Source: Benzinga

Source: Benzinga

Google's Pixel 10 is set to launch on August 20th, as teased in the ad

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. Meanwhile, Apple continues to work on its AI initiatives, with reports suggesting the company is developing an AI-powered search engine to rival ChatGPT and Google Gemini

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As the AI race in smartphones intensifies, consumers are left to decide whether to wait for Apple's promised upgrades or explore alternatives like Google's Pixel series that already offer advanced AI capabilities.

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