Google Mocks Apple's Delayed Siri AI in New Pixel 10 Ad

Google has launched a new advertisement for its upcoming Pixel 10 device, directly highlighting the significant delay in Apple’s promised Siri artificial intelligence upgrades. The ad serves as a pointed reminder of Apple’s unfulfilled commitment regarding its “Apple Intelligence” features.

Last year, Apple introduced its iPhone 16 lineup with the assurance that a more personalized, AI-powered version of Siri, dubbed Apple Intelligence, would soon be available. However, nearly a year has passed, and this anticipated Siri enhancement has yet to materialize. The delay even prompted Apple to remove an iPhone 16 commercial that had promoted these improvements.

Google’s 30-second spot, which debuted today on YouTube and X, seizes on this prolonged wait. A narrator in the ad suggests that users might consider simply “chang[ing] your phone” if they purchased a new device “because of a feature that’s coming soon, but it’s been coming soon for a full year.” The commercial aims to build anticipation for the Pixel 10 devices, set to launch on August 20th. This launch comes amidst numerous leaks and official teasers, including some unintended disclosures from Google itself, that have already revealed much about the new phone.

The timing of Google’s advertisement follows closely on the heels of a recent Bloomberg report by Mark Gurman, which provided further insights into the reasons behind Apple’s AI development slowdown. During a recent internal meeting, Craig Federighi, Apple’s Senior Vice President of Software Engineering, reportedly attributed the delay to challenges encountered while attempting to implement a hybrid architecture for Siri.

Federighi stated that Apple is now focused on developing a new version of Siri with an updated architecture, asserting that this revised approach will lead to a superior product. “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” Federighi remarked. He emphasized the gravity of the project, adding, “There is no project people are taking more seriously.” Federighi had previously indicated in June that delivering the promised Siri upgrade would “take us longer than we thought.”