With the Google Pixel 10 launch just weeks away, the tech giant has kicked off its annual tradition of mocking Apple, this time targeting the iPhone maker’s delayed AI features. Apple had promised major Siri and AI upgrades during the iPhone 16 launch, but users are still waiting. Google is using this delay as fuel, spotlighting the contrast between Apple’s “coming soon” promises and the Gemini AI features already integrated into the Pixel 10. As usual, Google isn’t holding back from taking playful jabs at its biggest rival.
Google’s Pixel 10 launch teaser takes a sharp jab at Apple and its repeated delays in delivering promised AI features. In a bold ad posted on X, Google mocks Apple’s use of the phrase “coming soon” with the line: “If you buy a new phone, because of a feature that’s coming soon. But it has been coming soon for a full year, you could change your definition of soon, or you could just change your phone.” The ad directly challenges users to stop waiting and switch to a phone that actually delivers—hinting clearly at the Pixel 10 series.
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Apple, on the other hand, has drawn criticism for over-promising and under-delivering. During the launch of the iPhone 16, Apple heavily marketed AI features—particularly an upgraded version of Siri—as a key selling point. Many users who bought into the hype have been left waiting for features that never arrived, contributing to growing frustration among Apple loyalists.
Google mocks Apple for its AI delays in a new Ad! Ouch .
Refering to “Apple Intelligence” that wasn’t fully delivered. pic.twitter.com/jSPkUVVtX5
— Minimal Nerd (@minimalnerd1) August 4, 2025
As of mid-2025, those AI features are still missing in action. Notably, WWDC 2025 made no mention of Apple’s AI roadmap, suggesting internal delays. The promised AI Siri—which was said to summarize emails, organize memories, and personalize user experience—was featured in a now-private ad campaign on Apple’s YouTube channel. By quietly removing these ads, Apple appears to acknowledge that it may have misled buyers about the actual availability of these features.
Meanwhile, Google is capitalizing on Apple’s delay, launching the Pixel 10 on August 20 in the US and August 21 in India, with a strong focus on its Gemini AI features. Unlike Apple’s vague timeline, Google’s message is clear: the Pixel 10 will ship with powerful AI tools ready to use—no “coming soon” required.
ALSO SEE: Apple Tries To Catch Up In The AI Race With Its Own ChatGPT-Style Tool
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