TLDR: Google has launched a new advertising campaign for its upcoming Pixel 10 series, directly criticizing Apple’s prolonged delay in rolling out its advanced Siri AI features. The campaign positions the Pixel 10 as an immediate solution for users seeking integrated AI capabilities, contrasting with Apple’s postponed 2026 release.
Google has initiated a pointed advertising campaign for its forthcoming Pixel 10 smartphone series, taking a direct jab at Apple’s persistent delays in delivering its promised AI-powered Siri functionalities. The campaign features a 30-second teaser video that subtly mocks Apple’s ‘coming soon’ narrative, with a voiceover stating, ‘If you buy a new phone because of a new 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 clear message, while not explicitly naming Apple, highlights the immediate availability of AI features on the Pixel 10 in contrast to Siri’s postponed rollout.
Apple’s ‘more personalized’ Siri, powered by Apple Intelligence, was initially showcased at the Worldwide Developers Conference (WWDC) in 2024 and was expected to launch in 2025. However, internal testing revealed that these AI features only achieved reliable performance approximately two-thirds of the time, leading to a significant delay. Apple has since confirmed that the full rollout of these advanced Siri capabilities is now pushed back to spring 2026, a full year behind its original schedule. This setback has not only caused frustration among consumers but has also reportedly led to class-action lawsuits alleging false advertising against Apple.
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In response to this market opportunity, Google is set to officially unveil its Pixel 10 series on August 20, 2025. Pre-orders for the new devices are expected to commence on the same day, with shipments likely beginning around August 28. The anticipated lineup includes the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Pro Fold. Alongside these smartphones, Google is also expected to introduce the Pixel Watch 4 and next-generation Pixel Buds 2a. A key selling point for the Pixel 10 series is its promise of advanced AI integration available from day one, directly challenging Apple’s delayed offerings and intensifying the competition in the AI smartphone market.
