Google Takes Shots at Apple for Siri Delays in Pixel 10 Ad

Google is not holding it back. The company is taking a not-so-subtle jab at Apple with a cheeky new Pixel 10 ad that questions what “soon” really means. The 30-second spot, which debuted on YouTube and X, teases Google’s upcoming Pixel 10 launch on August 20 but spends most of its time mocking Apple’s year-long delay in delivering its promised AI-powered Siri upgrade.

Google mocks Apple’s “soon” Siri in Pixel 10 ad

“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,” the narrator says over glossy shots of the upcoming Pixel 10. You can now enjoy the teaser with a surprise outro:

While Apple isn’t mentioned by name, the target is as clear as Siri’s lack of personality. The ad highlights Apple’s failure to deliver the much-hyped “Apple Intelligence” features for the iPhone 16, originally promised at WWDC 2024. After months of silence, Apple finally admitted that the revamped Siri won’t arrive until spring 2026. That’s right. Nearly two years after it was used to help sell phones.

Apple’s AI delays have caused more than just embarrassment. There’s been customer frustration, the quiet removal of ads, and even lawsuits over misleading marketing. Meanwhile, Google is clearly enjoying the moment.

The Pixel 10 is expected to launch with deeper Gemini integration and improved performance, thanks to the new Tensor G5 chip. The Pixel 10 series will include the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and Pixel 10 Fold. Nothing about them is under wraps anymore. Most details have already leaked.

But while Google throws shade, it’s Samsung that might be smiling the widest. Last month, Samsung took multiple jabs at its arch-rival, pointing out that it already offers many of the features Apple plans to introduce with iOS 26, which is currently in beta.