Google Mocks Siri Delay in Bold Pixel 10 Ad Campaign

Google is once again leaning into its favorite pastime: taking shots at Apple. Just weeks before unveiling the Pixel 10, the company has released a pointed ad that seizes on one of Apple’s most talked-about missteps: the long-delayed Siri upgrade.

Google Takes a Swing at Siri

In the latest spot, Google calls out Apple’s ongoing delay in delivering its revamped voice assistant, which was initially teased at WWDC 2024. The ad opens with a sarcastic tone and ends with a clear message aimed at fed-up iPhone users:

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 subtext is hardly subtle: Apple has failed to deliver on a promise, and Google wants frustrated users to consider jumping ship.

Delayed Siri Promises Fuel Backlash

Apple originally pitched the next-gen Siri as the flagship feature for the iPhone 16 lineup, banking on it to headline the 2024 upgrade cycle. But the assistant never shipped. Instead, Apple quietly pushed its launch to spring 2026, a delay that didn’t sit well with customers who bought iPhone 16 devices expecting a smarter, AI-powered Siri.

The backlash hasn’t been limited to online complaints. Several class action lawsuits have been filed, accusing Apple of misleading advertising by promoting features that weren’t ready and ultimately delaying them by more than a year. The legal and reputational fallout is still unfolding.

Pixel 10 Looks to Capitalize

With Apple’s signature feature in limbo, Google appears to be positioning the Pixel 10 series as the phone that actually delivers. The company has made it clear: “stop waiting for ‘soon.” The timing of the ad, dropping just ahead of the Pixel 10 launch, isn’t accidental.

Google has historically poked fun at Apple over everything from charging bricks to RCS support. This latest jab keeps that trend alive while hitting on a real source of frustration for Apple users.

Apple Likely to Stay Quiet

Apple rarely acknowledges these kinds of swipes directly, and there’s little reason to think it will this time. Instead, the company typically lets its keynote events and carefully managed PR cycles do the talking. Whether that strategy still resonates, especially with delays like this, is another question.

Should Apple Worry About the Pixel 10’s Timing?

Google’s dig may come off as cheeky marketing, but it lands squarely at a moment when Apple’s credibility around Siri is under pressure. For users who bought into the iPhone 16’s promises, Google’s timing could prompt some second thoughts.

Do you think Google went too far, or is this fair game in the battle of smartphone giants? Drop your take in the comments below.

Don’t miss these related reads:

• Apple May Turn to ChatGPT and Claude to Reinvent Siri
• Apple Builds AI Team to Reinvent Search Across Siri, Safari, and Spotlight
• Tim Cook Says Apple Is Now ‘Open to’ Big AI Acquisitions