In a new promotional campaign, Google has taken a direct swipe at Apple’s personalized Siri delay. The narrator talks about how users shouldn’t buy a phone for a feature that’s “coming soon” for a full year when they can instead get a Pixel 10 which already offers such features..
The advertisement does not show off any features of the Pixel 10, neither does Android have any features at the moment which compete with Apple’s personalized Siri vision. However, it has re-ignited a discussion around Apple’s AI missteps.
This timing aligns with Apple’s fumble with Apple Intelligence roll-out. Siri was expected to receive a major upgrade, but Apple delayed it as it did not match its quality level. While the improvements will bring more contextual awareness and deeper app integration, they will not launch until next year.
Google is capitalizing on this gap in timing and device compatibility. By advertising Gemini as already integrated and fully functional on the Pixel 10, the company is not only showcasing its own AI edge but also raising questions about Apple’s relatively slower pace in deploying advanced generative features. Apple’s historical focus on on-device processing, privacy, and measured rollouts could explain the delay, but for users comparing AI experiences in real time, Google’s offering appears more complete.
Interestingly, Google is known for announcing features for Android or Pixel devices, which often take at least a year to reach users, as long as they are not cancelled. So this is more of a pot calling the kettle black type of situation.
The Pixel 10 is expected to be announced officially on August 10, and this teaser is likely just the beginning of a broader marketing push. Apple, on the other hand, will have to demonstrate in the coming year that its delayed AI strategy is worth the wait. Until then, Google is using the opportunity to shape the conversation and set expectations for what users should demand from their smartphone assistants.
