Apple launched iPhone 16 devices last year, with a promise that a new AI-enhanced version of Siri would soon offer a more personalized experience through Apple Intelligence. However, fast-forward now, almost a year ahead, the Siri upgrade still does not exist, and Apple had to backpedal on its promised advancements and pull an iPhone 16 advertisement. Google is eager to remind the world of the pitfalls surrounding Apple Intelligence in the wake of that.
Google’s latest Pixel 10 ad takes another jab at Apple’s unfulfilled promise on Siri AI. The narrator basically implies that if you bought a new phone based on a feature being promised fairly soon, and it was delayed for an entire year, you might as well ‘just change your phone.’
Google’s new Pixel 10 advertisement, less than 30 seconds long, came out this morning on both YouTube and X, hyping the Pixel 10 launch events due August 20th. Not much is left to be disclosed, considering the setbacks Google has faced, an official teaser revealed, and the annoying number of leaks.
The new Google Pixel 10 advertisement from the company comes just a day after Bloomberg’s Mark Gurman released further clarifications regarding the AI delays at Apple. According to reports, at a recent all-hands meeting, Apple’s Senior Vice President, Software, Craig Federighi, stated that the SIri delay was due to Apple encountering difficulties with attempting to implement a hybrid architecture for Siri. Apple is now said to be developing a new Siri that has a newer architecture.
“This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned,” commented Federighi. “There is no project people are taking more seriously.” In June, Federighi had also said that it would “going to take us longer than we thought” to implement the promised Siri upgrade.
