Google Mocks Apple’s Delayed AI Options in New Advert

To tease its new telephone, Google dunked on Apple — and soundtracked it to Snoop Dogg.

In a brand new advertisement for the approaching Pixel 10 smartphone, Google took a shot at Apple’s delayed launch of its AI options. Apple introduced an overhauled, “more personalized” Siri powered by Apple Intelligence on the Worldwide Developers Conference in 2024, however has but to roll the characteristic out.

“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,” the advert’s narrator stated.

The advert then flashed the textual content, “Ask more of your phone,” together with the launch date of August 20.

With the digital camera roving up and down the edges of a jet black telephone, Google’s advert evoked the glossy futurism of earlier Apple campaigns. The firm soundtracked its advert to Dr. Dre and Snoop Dogg’s “The Next Episode.” Neither Apple nor Google responded to requests for remark.

Apple launched its official AI bid, a set of options known as Apple Intelligence, in 2024. Some of the options introduced at WWDC had been included in iOS 18, which launched that September. Others, just like the Siri integrations for Apple Intelligence, by no means got here.

In March, Apple formally introduced that it was delaying the Siri overhaul, a rarity for the corporate.

“It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year,” spokesperson Jacqueline Roy informed the unaffiliated Apple weblog Daring Fireball on the time.

Apple additionally made a YouTube advert personal that confirmed Bella Ramsey utilizing the nonetheless unreleased Siri options. Apple is now going through a lawsuit over the way it marketed the AI options on the iPhone 16.

CEO Tim Cook gave a standing replace on the overhauled Siri throughout Apple’s earnings name final week.

“We’re making good progress on a more personalized Siri, and we do expect to release the features next year,” Cook stated.