The new Google Pixel 10 ad, titled “Google Pixel 10 | Soon,” includes a pointed jab at Apple, indirectly criticizing the vague and prolonged delay in Apple’s rollout of its “Apple Intelligence” AI features. The ad says: “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.” Although Apple isn’t explicitly named in the ad, this clearly references the delayed launch of Apple’s revamped AI features, especially the Siri upgrade originally announced in mid-2024, many of which remain unavailable and pushed beyond the initial public expectations for iOS 26.
Google contrasts this with how it has already integrated advanced AI tools starting with the Pixel 8 and continuing through the Pixel 9 series, with even more AI features, such as “Magic Cue” smart prompts and deeper Gemini AI integration, expected in the Pixel 10. The ad concludes with a definite launch date for the Pixel 10 (August 20, 2025), underscoring Apple’s fuzzy timeline.
This marketing campaign can be seen as Google’s strategic move to position the Pixel 10 as the more advanced and ready AI phone, calling attention to Apple’s slow rollout and encouraging users to switch from their current phones to the Pixel 10 for immediate AI benefits.