Apple sold its iPhone 16 devices last year with a promise that a new AI-powered version of Siri would soon be a lot more personalized thanks to Apple Intelligence. Almost a year later, that Siri upgrade still isn’t here, and Apple was forced to delay its promised improvements and remove an iPhone 16 commercial instead. Now, Google doesn’t want anyone to forget about this Apple Intelligence debacle.
In a new Pixel 10 ad, Google dunks on Apple’s failed promise of Siri AI improvements, with a narrator that suggests you could “just change your phone” if you bought “a new phone because of a feature that’s coming soon, but it’s been coming soon for a full year.”
The 30-second spot appeared on YouTube and X today, teasing the launch of Google’s new Pixel 10 devices on August 20th. Not that there’s much left to tease, thanks to Google’s own mishaps, an official teaser image, and plenty of other leaks.
Google’s latest ad comes just a day after a report from Bloomberg’s Mark Gurman shed some additional light on Apple’s AI delays. In a recent all-hands meeting, Apple’s SVP of software Craig Federighi reportedly put the delay down to Apple’s issues of trying to use a hybrid architecture for Siri. Apple is now reportedly working on a new version of Siri with an updated architecture.
“This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” said Federighi. “There is no project people are taking more seriously.” Federighi previously revealed in June that it was “going to take us longer than we thought” to deliver the promised Siri upgrade.
