Google takes aim at iPhone 16 Apple Intelligence features delay in new Pixel 10 ad campaign

In a bold move to highlight its lead in AI integration, Google has launched a new ad campaign teasing Apple over the repeated delays of its next-gen Siri experience. The campaign arrives just weeks ahead of Google’s anticipated Pixel 10 reveal and leverages consumer frustration around Apple’s postponed rollout of Apple Intelligence.

The ad playfully criticizes Apple’s failure to ship its promised AI-powered Siri features with the iPhone 16 lineup, despite having used them as a key marketing point during WWDC 2024. Those capabilities, once touted as a defining feature of Apple’s new generation of devices, are now pushed to spring 2026, an entire year behind schedule.

Apple’s delay hasn’t gone unnoticed. The setback sparked backlash from consumers and even prompted legal scrutiny over misleading advertising. Meanwhile, Google is seizing the moment, positioning the Pixel 10 series as a ready-now alternative for users tired of waiting.

While Apple continues refining its AI framework, Google is expected to showcase a full suite of on-device AI features with the Pixel 10 lineup later this month, continuing its momentum from previous Pixel launches.

The timing of Google’s ad underscores a growing rivalry, with both companies betting big on AI as the future of smartphones, but only one has it on tap today.