Last year, Apple hyped up the iPhone 16 with a bold promise: a smarter, more personalized Siri powered by its new AI platform, Apple Intelligence. But fast forward nearly a year later — and that "revolutionary" Siri upgrade? Still missing in action. Apple’s delays even forced them to pull an iPhone 16 commercial that had teased the upcoming feature.
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| Google Mocks Apple Intelligence Delay in New Pixel 10 Ad |
Enter Google, ready to stir the pot.
📱 Pixel 10 Ad Throws Shade at Apple
In a fresh 30-second ad dropped on YouTube and X, Google takes a cheeky jab at Apple’s failure to deliver. With a narrator dripping in sarcasm, the ad goes:
“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 to change your phone.”
Ouch.
This ad is part of Google’s campaign ahead of its Pixel 10 launch on August 20th. While leaks have already revealed much about the device, this clever ad still managed to grab attention — by reminding everyone of Apple’s broken promise.
🧠 What Happened to Siri's Big Upgrade?
Just a day before Google’s ad went live, Mark Gurman of Bloomberg reported new insights into the delay. In a recent all-hands meeting at Apple, Senior VP of Software Craig Federighi explained that the company had struggled with the hybrid AI architecture it initially planned for Siri.
Now, Apple is said to be rebuilding Siri from the ground up using a completely new system.
“This has positioned us not just to deliver what we announced, but to go beyond — with a much bigger upgrade,” Federighi stated. He had already admitted in June that delivering the new Siri would “take longer than expected.”
🤖 The AI Race: Google Surges Ahead?
With Google pushing forward and Apple backpedaling, the battle over AI-powered assistants is heating up. Google’s Assistant has long outpaced Siri in speed, integration, and real-world usefulness — and now, Google isn’t shy about rubbing that in.
The Pixel 10 ad doesn’t just promote a new phone — it sends a clear message: "Why wait for AI that never arrives?"