Google capitalises on Siri delay, elevates Pixel 10 as AI-first choice

Google takes advantage of Apple's decision to postpone Siri’s AI upgrade until 2026, spotlighting the Pixel 10’s ready-to-use AI features in a playful new ad

by e4m Staff
Published: Aug 6, 2025 10:39 AM | 2 min read

In a new ad campaign mocking Siri’s delayed AI upgrade, Google has directly taken aim at Apple, as the tech community eagerly awaits the August 20, 2025, launch of the Pixel 10 series. At the 2024 Worldwide Developers Conference, Apple revealed a revamped, “more personalized” Siri powered by Apple Intelligence, but the feature has yet to be made available to users.

Apple was forced to delay the release by a full year after internal testing showed that the AI only functioned reliably two-thirds of the time. This setback has not only frustrated users but also sparked class action lawsuits over deceptive advertising.

Sensing an opportunity, Google released a 30-second teaser featuring a voiceover that said:

“If you buy a new phone because of a new 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.”

The jab is clear even though Apple isn't mentioned. In a veiled homage to Apple's acquisition of Beats, the advertisement showcases the Pixel 10 Pro in a new Moonstone finish, with slick graphics and an instrumental of Dr. Dre's "The Next Episode."

The Pixel 10 series, which includes the Pixel 10, 10 Pro, 10 Pro XL, and 10 Pro Fold, is scheduled to launch alongside the Pixel Watch 4 and Pixel Buds 2a. It promises complete AI integration right away.

Google's daring action highlights the growing AI competition in smartphones as Apple doubles down on quality. It also implies that people don't want to wait for the future when it is already here.