Google just turned Apple’s AI delay into a punchline—and a launch date. In a slick 30‑second Pixel 10 teaser set to Dr. Dre and Snoop Dogg’s The Next Episode, the narrator jabs, “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 just change your phone,” before flashing “Ask more of your phone” and confirming an August 20, 2025 reveal. The look, feel, and even the jet‑black silhouette deliberately echo classic Apple campaigns—and it lands at a moment when Apple’s AI roadmap is under heavy scrutiny. (businessinsider.com, tomsguide.com, youtu.be)
At WWDC 2024, Apple unveiled Apple Intelligence and promised a more capable, context‑aware Siri, but the most ambitious Siri upgrades slipped off the near‑term calendar. By March 2025, Apple acknowledged the flagship Siri features needed “longer than we thought,” with subsequent reporting and executive comments pointing to an internal target of spring 2026. That delay has since solidified across multiple outlets tracking the company’s plans. (cnbc.com, macrumors.com, 9to5mac.com)
Apple is also facing legal blowback. A federal class action filed March 20, 2025 alleges the company misled buyers by advertising AI‑powered Siri capabilities tied to iPhone 16 that weren’t available at launch—and remained unavailable months later. Apple later pulled at least one high‑profile Siri ad, intensifying questions about the original marketing. (axios.com, macrumors.com, 9to5mac.com)
Apple, for its part, has signaled it’s spending heavily to accelerate AI and remains adamant that the more personal, action‑taking Siri is coming—just on 2026 timing, not 2024–2025. That leaves a marketing vacuum competitors are happy to fill in the meantime. (cnbc.com, macrumors.com)
Source: Windows Central Google Takes Aim at Apple's AI Missteps in Hilarious New Pixel 10 Advertisement
Background
At WWDC 2024, Apple unveiled Apple Intelligence and promised a more capable, context‑aware Siri, but the most ambitious Siri upgrades slipped off the near‑term calendar. By March 2025, Apple acknowledged the flagship Siri features needed “longer than we thought,” with subsequent reporting and executive comments pointing to an internal target of spring 2026. That delay has since solidified across multiple outlets tracking the company’s plans. (cnbc.com, macrumors.com, 9to5mac.com)Apple is also facing legal blowback. A federal class action filed March 20, 2025 alleges the company misled buyers by advertising AI‑powered Siri capabilities tied to iPhone 16 that weren’t available at launch—and remained unavailable months later. Apple later pulled at least one high‑profile Siri ad, intensifying questions about the original marketing. (axios.com, macrumors.com, 9to5mac.com)
What Google’s Pixel 10 ad actually says
- The teaser leans into minimalism: macro shots of a dark device, a deadpan voiceover, and an ending card: “Ask more of your phone — 8.20.25.” (businessinsider.com)
- The script’s core gag targets the notion of “coming soon” features that never arrive—a clear swipe at Apple Intelligence’s Siri revamp. (digitaltrends.com)
- The soundtrack choice—The Next Episode—doubles as a subtle nod to Apple’s Beats lineage, making the parody feel extra pointed. (tomsguide.com)
Inside Apple’s AI reset: V1 to V2
Apple’s software chief Craig Federighi and marketing chief Greg Joswiak have since explained the delay in unusually granular terms. Apple built two Siri architectures in parallel; the initial “V1” powered impressive demos, but it couldn’t consistently hit Apple’s quality bar. The company pivoted to a deeper, end‑to‑end “V2” approach already running in‑house—just not at a “great Apple feature” level yet. Translation: no firm launch date until V2 is ready to seed. (tomsguide.com, techradar.com)Why that matters
- V2 implies a more cohesive Siri that can orchestrate app intents and personal context without brittle handoffs.
- The shift explains both the long silence and Apple’s reluctance to “pre‑communicate” timelines after missing earlier windows. (tomsguide.com)
The competitive theater: marketing, momentum, and missed moments
Google’s pitch is simple: Pixel AI you can use now versus iPhone AI “later.” The August 20 Made by Google event date baked into the ad suggests a confident runway for Pixel 10’s reveal—and for Google to contrast Gemini‑powered experiences with Apple’s not‑yet‑there Siri. (businessinsider.com, tech.yahoo.com)Apple, for its part, has signaled it’s spending heavily to accelerate AI and remains adamant that the more personal, action‑taking Siri is coming—just on 2026 timing, not 2024–2025. That leaves a marketing vacuum competitors are happy to fill in the meantime. (cnbc.com, macrumors.com)
Legal and reputational risk for Apple
- The class action frames Apple’s ads as creating “a clear and reasonable consumer expectation” that transformative Siri features would be available at purchase, and notes Apple later pulled a “more personal Siri” spot from YouTube.
- Even if Apple ultimately ships on the revised schedule, the lawsuit keeps the narrative alive that marketing outpaced engineering. (macrumors.com, 9to5mac.com)
What this means for Windows users
Most Windows PC owners pair with Android, and Google’s Pixel phones typically offer the smoothest Microsoft Phone Link experience for texts, calls, photos, and app mirroring. If Google ships tangible, on‑device AI features on Pixel 10 this month, Windows users could benefit immediately in their desktop workflows—without waiting for Apple’s Siri overhaul. (support.microsoft.com)Quick setup refresher for Phone Link
- On Windows 11 or Windows 10 (May 2019 Update or later), open Phone Link.
- On your Android phone (Android 8.0+), install/open Link to Windows and scan the PC’s QR code.
- Approve permissions to sync messages, calls, notifications, photos, and launch mobile apps from your PC. (support.microsoft.com)
Strengths, risks, and what to watch on August 20
Google’s strengths
- Clear, memorable positioning that turns a rival’s delay into a feature—“available now” AI versus “coming soon.” (businessinsider.com)
- Momentum heading into an event where Pixel historically leans on software differentiation more than raw specs. (macrumors.com)
Google’s risks
- The punchline raises the bar: if Pixel 10 introduces “coming soon” AI features of its own, the irony will be immediate.
- Continued reliance on cheeky jabs could overshadow substantive improvements if launch demos don’t deliver.
Apple’s near‑term challenges
- Managing expectations until V2 Siri hits public betas, likely closer to spring 2026, without overpromising again. (macrumors.com)
- Navigating active litigation while maintaining AI marketing that’s both compelling and conservative about timelines. (macrumors.com)
Key signals to track on 8/20
- Does Google show live, on‑device AI that works offline or with strong privacy safeguards?
- Any interoperability boosts for Windows (e.g., deeper notifications, app streaming reliability, smarter clipboard/photos)? (support.microsoft.com)
- Concrete ship dates for AI features demoed on stage—and how many are day‑one versus “rolling out later.”
Bottom line
In thirty seconds, Google reframed the smartphone AI narrative around delivery, not demos, while Apple publicly rewrites Siri’s foundations to hit its quality bar. For Windows users who live in the Android‑plus‑PC lane, Pixel 10’s promise of practical, here‑and‑now AI could make it the most consequential phone launch of the summer—especially if Apple’s new Siri truly waits until 2026. (businessinsider.com, macrumors.com)Source: Windows Central Google Takes Aim at Apple's AI Missteps in Hilarious New Pixel 10 Advertisement