With Dr. Dre’s The Next Episode playing in the background, Google has released a sharp new ad teasing its upcoming Pixel 10 series-taking a not-so-subtle jab at Apple’s delayed rollout of Siri’s AI updates.
The 31-second film pokes fun at iPhone users who may have bought a new device just for features that were promised but are still “coming soon” a year later. The voiceover dryly states, “If you bought a new phone because of a feature that’s coming soon,. but it’s been coming soon for a full year-just change your phone.”
The ad comes shortly after Apple CEO Tim Cook, as reported by Bloomberg, proclaimed the AI revolution as “as big or bigger” than the internet or smartphones themselves. Yet, Apple’s actual AI offering-most notably its long-promised Siri upgrade-has lagged behind.
According to The Times of India, Apple’s software chief Craig Federighi acknowledged the delay, stating that their original approach “just doesn’t work reliably enough to be an Apple product.”
Google has seized this moment as it prepares for the Pixel 10 launch, positioning itself as the smarter, faster, and more AI-ready alternative. The closing line delivers the punch:
“Ask more of your phone.”
As AI becomes the battleground for smartphone innovation, Google’s Pixel campaign throws the first punch-with clever confidence and perfect timing.
