Google mocks Apple’s year-long Siri AI delay in new Pixel 10 ad

Google has launched a new Pixel 10 advertisement that directly mocks Apple’s delayed Siri AI upgrade, highlighting how Apple Intelligence features promised nearly a year ago still haven’t been delivered. The 30-second spot capitalizes on Apple’s ongoing struggles with its AI-powered Siri improvements, which were originally promised alongside the iPhone 16 launch but have faced significant technical delays.

What you should know: Google’s ad targets Apple’s unfulfilled AI promises with pointed messaging about waiting for features that never arrive.

• The narrator suggests users could “just change your phone” if they bought “a new phone because of a feature that’s coming soon, but it’s been coming soon for a full year.”
• The advertisement appeared on YouTube and X today, strategically timed to promote Google’s Pixel 10 devices launching August 20th.
• Apple was forced to remove an iPhone 16 commercial and delay its promised Siri improvements due to technical challenges.

The technical hurdle: Apple’s AI delays stem from fundamental architecture problems with its hybrid Siri system.

• According to Bloomberg’s Mark Gurman, Apple’s SVP of software Craig Federighi revealed in an all-hands meeting that the company struggled with implementing a hybrid architecture for Siri.
• Apple is now reportedly working on a completely new version of Siri with an updated architecture to address these issues.

In plain English: Apple tried to build an improved Siri using a “hybrid architecture”—essentially combining different technical approaches into one system. This proved more difficult than expected, like trying to merge two different engines into one car. Now Apple is starting over with a simpler, more unified design.

What they’re saying: Apple executives are positioning the delay as an opportunity for a more significant upgrade.

• “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” said Federighi.
• “There is no project people are taking more seriously,” he added.
• Federighi previously acknowledged in June that it was “going to take us longer than we thought” to deliver the promised Siri upgrade.

Why this matters: The advertisement highlights the competitive pressure in the AI smartphone market, where delivering on AI promises has become crucial for maintaining consumer trust and market position.