Last year, Apple introduced the iPhone 16 lineup with ambitious plans for an upgraded Siri, enhanced by Apple Intelligence to offer more personalized user experiences. However, nearly a year has passed, and the anticipated improvements for Siri have yet to materialize. This delay forced Apple to withdraw a related commercial for the iPhone 16, prompting Google to highlight the situation in its marketing campaign.
In a new advertisement for the Pixel 10, Google takes a jab at Apple’s unmet promises regarding Siri’s AI enhancements. The ad features a narrator suggesting that consumers might consider switching their phones if they purchased one for a feature that has been “coming soon” for over a year.
This 30-second advertisement was released today on platforms like YouTube and X, serving as a promotional piece ahead of the Pixel 10’s anticipated launch on August 20. However, the excitement surrounding the product has been diminished by prior leaks and announcements from Google itself.
The timing of Google’s latest advertisement coincides with recent insights from Bloomberg concerning Apple’s ongoing challenges with AI implementation. During an all-hands meeting, Apple’s Senior Vice President of Software, Craig Federighi, reportedly attributed the delays to complications arising from the company’s development of a hybrid architecture for Siri. The company is now focused on creating a redesigned version of the virtual assistant with a new framework.
Federighi expressed optimism about the project’s potential, stating, “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned.” He previously acknowledged in June that the timeline for the Siri upgrade would extend beyond initial expectations.
