The smartphone war is heating up again. With the Pixel 10 launch just weeks away, Google has released an ad directly targeting Apple and the delay of its AI-enhanced Siri.
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A Commercial Mocking Apple
In its latest commercial, as has been its trend in recent years, Google uses sarcasm to openly mock Apple: “If you’re buying a new phone for a ‘coming soon’ feature… But it’s been ‘coming soon’ for a year already… You might want to redefine ‘soon’. Or just switch phones.”
This thinly veiled message clearly encourages Apple’s frustrated customers to consider switching to the dark side, or rather, to the upcoming Pixel 10 lineup expected by the end of the month.
Siri and Apple Intelligence: The Unfulfilled Promise
At WWDC 2024, Apple showcased customized Siri features powered by Apple Intelligence, which were also highlighted during the launch of the iPhone 16. Unfortunately, none of these features have materialized, and the launch of the intelligent Siri has been pushed to 2026, more than a year later than initially promised.
This delay has angered many users, to the point of triggering class-action lawsuits for false advertising. This situation has naturally presented a golden opportunity for Google, which it hasn’t missed. As it prepares to unveil its Pixel 10, the tech giant from Mountain View aims to position itself as a credible alternative, especially for users disappointed by Apple’s slow integration of AI into its products.
2026: A Crucial Year for Apple
Apple has pledged a revamped, AI-powered Siri by spring 2026, billed as a key milestone in its Apple Intelligence strategy. Meanwhile, Google is eager to capitalize on this delay and attract those who are tired of waiting.
In the meantime, despite regular leaks about the Pixel 10 (which seem to have revealed all its specs), Google recently unveiled the design of its smartphone in an attempt at damage control. However, this move doesn’t seem to have slowed down the rumor mill. The latest news suggests that Google might include a Magsafe in its new device, but we’ll have to wait until August 20 to find out!