Google takes a sharp jab at Apple’s delayed Siri AI in new Pixel 10 ad campaign

As anticipation builds for the launch of Google's Pixel 10 series in late August 2025, the tech giant has launched a bold new advertising campaign aimed squarely at Apple's ongoing delays with its AI-powered Siri features.

With a sharply pointed teaser video, Google mocks Apple’s failure to deliver personalized Siri functionality, inviting users to “just change your phone” instead of waiting for a feature that’s been “coming soon for a full year.”

Apple’s Siri AI delay

At WWDC 2024, Apple unveiled ambitious upgrades to Siri, powered by what it calls "Apple Intelligence." The update promised smarter, more personalized assistant capabilities—features such as personal context awareness, improved in-app control, and enhanced on-screen understanding. These were positioned as headline enhancements for the then-new iPhone 16 lineup, with Apple marketing the devices as ready to deliver these features soon.



Yet, nearly a year after the announcement, Apple has not released these new Siri functionalities. Multiple reports and a candid interview from Apple’s Senior Vice President of Software Engineering Craig Federighi revealed that internal testing showed the AI features only worked reliably about two-thirds of the time. The architectural approach initially taken proved insufficient to meet Apple’s high quality standards.

Consequently, Apple confirmed that the rollout is now postponed until spring 2026, a full year behind schedule. This delay has fostered frustration among consumers and even prompted class action lawsuits alleging false advertising.

Google's bold response

Capitalizing on Apple’s misstep, Google released a 30-second teaser video through its official channels, particularly Google India’s Twitter (X) account. The ad’s narrator says:

“If you buy a new phone because of a feature that’s coming soon… but it’s been coming soon for a full year… you could change your definition of soon. Or you could just change your phone.” Though Apple is never named explicitly, the reference is unmistakable.

The ad showcases the Pixel 10 Pro in a new Moonstone color with smooth, Apple-esque visuals, hinting at the sleek design and advanced AI-powered capabilities the Pixel 10 line promises to deliver immediately. Playing in the background is an instrumental version of “The Next Episode” by Dr. Dre, which some interpret as a subtle nod to Apple’s 2014 purchase of Beats by Dre, adding further character to the cheeky shot.

What to expect from the Pixel 10 launch

Google plans to officially unveil the Pixel 10 series on August 20, 2025, with pre-orders starting the same day and shipments likely beginning August 28. The lineup is expected to include several models: Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold. Alongside the smartphones, Google is likely to introduce the Pixel Watch 4 and next-generation Pixel Buds 2a.

The Pixel 10s are touted to have advanced AI integration from day one, sharply contrasting Apple’s delayed rollout. Google’s campaign clearly aims to position its phones as the superior choice for consumers eager to experience AI-enhanced smartphones without waiting.

Industry and consumer reaction

Apple’s Siri delay has become a sore point not just among users but also across the industry. While Apple remains focused on quality and perfecting the technology, competitors are seizing the opportunity to take market share. The delay has also sparked legal challenges in the U.S., with some consumers alleging Apple misled customers by marketing AI features prematurely.

Google’s advertising tactic has been described as “savage” by many tech commentators, highlighting a shift toward more aggressive competitive marketing in the smartphone space—particularly around generative AI and smart assistant features, which have become key battlegrounds.