Google trolls Apple over year-long Siri AI delay with Pixel 10 teaser

Google Pixel

Google has gone full savage mode to tease its upcoming Pixel 10, taking direct aim at Apple’s embarrassing Siri AI delay — and doing it with Snoop Dogg’s “The Next Episode” playing in the background.

In a new ad, Google slyly references Apple’s still-MIA AI features, which were announced over a year ago but haven’t reached users. The narrator fires a shot: “If you buy a new phone because of a 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.” Subtle? Not really.

Google ends the ad with a cheeky call to action: “Ask more of your phone,” flashing the Pixel 10’s launch date — August 20. The visuals of a glossy black phone being caressed by the camera lens are very Apple-esque, but the tone is anything but.

Apple, for its part, has been under pressure since it announced the Siri overhaul at WWDC 2024, only to delay it multiple times. The company even had to make a promotional Siri video featuring Bella Ramsey private on YouTube. There’s now a lawsuit brewing over how Apple advertised AI features that aren’t live yet.

Tim Cook recently claimed Apple is making “good progress” and expects Siri’s revamp to arrive next year. But with ads like this, Google’s clearly in no mood to let them forget who’s ahead in the AI phone race.