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Google Trolls Apple Over Siri Delays: Pixel 10 Ad Asks iPhone Users if it’s Time to Switch

At the start of 2023, Apple declared that Siri, their AI-enhanced version, was supposed to change the way users interact with the iPhone 16, but that was a year ago, and users are still waiting. Now, Google is taking Apple’s situation to its advantage with a new brand Pixel 10 ad that targets Apple consumers. 

The ad states ‘‘If you bought a phone with a feature that said Coming Soon, but it has now been a whole year, maybe it’s time to switch.’’ Although Apple plans to advance Siri in 2026, Google’s latest marketing strategy is merely to criticize Apple’s predicament. 

What's at Stake in the Pixel vs. iPhone War?

Google's 30-second ad "Soon" features sleek pix of the Pixel 10 Pro while the voiceover features a narrator calling out Apple's unfulfilled promises. The ad's punchline - "You could change your definition of 'soon' or just change your phone" - struck a chord with iPhone users who felt betrayed. 

Moreover, the ad uses Dr. Dre's The Next Episode which exacerbates the ridicule of Cupertino's limb to fix music at Beats, post-Apple acquisition. 

Google just released a new Pixel 10 video ( Source: Economictimes.com)

The Siri Downfall: What Happened?  

At WWDC 2024, Apple announced Apple Intelligence and included a notion that Siri would be smarter and "context-aware."During internal tests, it was discovered that the AI only worked predictably 67% of the time. Plans were put on hold.  

  • Hybrid Architecture: The hybrid approach that blended on-device and cloud AI for Siri led to unreliable, unpredictable performance.  
  • Legal Troubles: Class-action lawsuits were filed alleging false advertising claims. iPhone 16 users expected a Siri upgrade by now.  
  • New Deadline: Apple's head of software, Craig Federighi, recently announced a new timeline in which AI development will occur by spring 2026, nearly two years after the product release. 

Google’s AI Edge: Why Pixel 10 Could Eclipse the Competition? 

While Apple is left scrambling, Google is focused on the fast, immediate features like; 

  • Gemini Powered-Assistant: Real-time collaboration and on-screen awareness. 
  • No Delay: Google is offering live AI features at launch, unlike Apple. 
  • Aggressive Marketing: This isn’t punches; this is a return jab. Apple should remember the iPager comment from when Apple delayed RCS. 

Context Matters: AI Smartphone War Intensifies 

The fight for supremacy in the AI smartphone market is heating up. Companies such as Apple, Google are competing for the best. Apple, Samsung, and Google are competing for supremacy. The dynamic has changed, and it is critical to deliver innovative AI features quickly.

Apple's inability to deliver promptly matters. Meta has snatched many of Apple's AI talents. Samsung's Galaxy features Google Gemini, which provides AI-powered contextual assistance.  

Tim Cook's Response:

Tim Cook asked users to believe that the wait would be worth it. He said AI is as big as the internet, and he will deliver a much bigger upgrade than planned. However, the Google Pixel 10 is set for August 20. Tim will eventually face pressure.

The Pixel 10: A Threat to iPhone Loyalty?

Google’s recent ad is more than just advertising for the sake of advertising; it’s a premeditated attempt to take advantage of what is believed to the Apple’s recent vulnerability. By emphasizing Apple’s consistent failure to deliver AI-related features to users, specifically the Siri update that all users have been waiting for, Google is pitching the Pixel 10 as the perfect option for users who want to experience AI-based experiences.

For waiting iPhone users, the Pixel 10's ready-now AI may be intriguing, but Apple's 2026 update of Siri begs the question: Is loyalty going to trump patience?