TLDR: Google has launched a new advertising campaign for its upcoming Pixel 10 smartphone, directly criticizing Apple for the significant delays in rolling out promised artificial intelligence upgrades for Siri. The ad suggests consumers consider switching phones rather than waiting indefinitely for features that remain ‘coming soon,’ positioning the Pixel 10 as a device with immediate, integrated AI capabilities.
Google has initiated a pointed advertising campaign for its forthcoming Pixel 10 series, taking a direct jab at rival Apple over the prolonged delays in delivering its promised Siri AI enhancements. The new teaser video, set to an instrumental version of Dr. Dre and Snoop Dogg’s ‘The Next Episode,’ features a sarcastic voiceover that states, ‘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.’ This message is a clear reference to Apple’s unfulfilled commitments regarding its AI initiatives.
Apple had announced a significant overhaul for Siri and introduced ‘Apple Intelligence’ at its WWDC 2024 event, promising a ‘flagship and next-gen AI experience’ for the iPhone 16, including capabilities for in-app actions, personalized assistance based on user data, and cross-app functionality. However, these updates, particularly the enhanced Siri, have faced considerable delays, with the new Siri now slated for a spring 2026 release. Google is capitalizing on this delay, positioning its Pixel 10, set to launch on August 20, 2025, as a device that offers advanced AI features, powered by its Gemini AI, that are ‘ready to use now.’
Also Read:
- Google Briefs Agencies on Imminent AI-Powered Ad Integration in Search
- Apple’s iPhone 17 Lineup to Feature OpenAI’s GPT-5 for Enhanced Siri and Apple Intelligence
The Pixel 10 campaign’s tagline, ‘Ask more of your phone,’ underscores Google’s focus on delivering immediate and robust AI-powered experiences. The choice of Dr. Dre’s music in the ad also serves as a subtle, ironic dig, given Apple’s acquisition of Beats by Dr. Dre over a decade ago. While specific hardware details for the Pixel 10 are still emerging, it is expected to feature the new Tensor 5 chip, with a strong emphasis on software-driven AI capabilities. This aggressive marketing strategy is part of Google’s broader effort to attract new users to the Pixel ecosystem and reinforce loyalty among existing customers, complementing recent incentives like discounts on older Pixel models and a free year of Google AI Pro for Pixel 9 Pro owners.
