Google has now directly targeted Apple and iPhone users in its promotional campaign for the new Pixel 10 series. The company’s new commercial delivers a stern message about the AI-powered Siri features Apple announced last year but still haven’t launched. The commercial’s focus is on the phrase, “Instead of waiting, replace your phone.”

Google Makes Fun of Apple

The 30-second commercial, set to Snoop Dogg’s iconic music, highlights the still-missing availability of personalized Siri features announced for the iPhone 16. Google pokes fun at this, saying, “If you bought a phone just for a feature that’s coming soon, but it hasn’t arrived in a year, either change your definition of ‘soon’ or replace your phone.”

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Google’s statement directly targets the public disappointment caused by the Siri delay. Apple had previously announced that it would offer a more advanced, AI-powered Siri experience at the launch of the iPhone 16.

However, these features haven’t been implemented in the meantime. Apple announced a few months ago that the AI integration in question had been postponed until 2026. Siri’s transition to a hybrid architecture was cited as the reason for the delay.

Following this development, several consumer groups filed a lawsuit against Apple, alleging false advertising. Although Apple has removed the promotional videos from YouTube, the company hasn’t officially backed down from its promises. Software chief Craig Federighi has simply stated that the delay was due to technical difficulties.

Google, meanwhile, is turning this uncertainty to its own advantage, using aggressive communication to promote the Pixel 10 series. This isn’t the first time the company has leveled criticism at Apple. In 2023, Pixel ads emphasized that the iPhone’s AI capabilities fall short of current standards.

With the release of the new ad, the release date for the Pixel 10 series has been confirmed. The Google Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and the foldable Pixel 10 Pro Fold will be unveiled on August 20th. With this ad, Google not only highlights its new phones but also directly addresses the issue of artificial intelligence integration, which has become one of its rival Apple’s biggest weaknesses.