Google has taken a swipe at Apple with a tongue-in-cheek ad about its delayed AI features. In a video promoting the upcoming Pixel 10, the company uses Snoop Dogg and Dr. Dre’s hit song “The Next Episode” to create an air of superiority and confidence. A voiceover criticizes Apple for promising features that haven’t even been available to consumers for a year. The message is clear: “If something has been ‘in the works’ for too long, it might be time to just change your phone.” The ad ends with the caption “Demand more from your phone” and an announcement that the Pixel 10 will be released on August 20.

The attack comes as Apple continues to delay key AI features that were announced as part of the Apple Intelligence suite at WWDC in 2024. While some features were implemented with iOS 18, the new personalized Siri has yet to reach consumers. In March, Apple officially announced the delay, admitting that it would “take longer than expected” and promising to roll it out next year.

The company even released a YouTube video in which actress Bella Ramsay demonstrated Siri features that didn’t yet exist. This led to a lawsuit for misleading advertising related to the iPhone 16. Amid these difficulties, CEO Tim Cook assured investors that progress on Apple’s AI continues and that users can expect the new features next year.

Google’s ad doesn’t just introduce the new Pixel 10, it positions the company as a leader in real-world implementation of AI technologies, while Apple has been floundering in promises and delays. It’s a direct blow to the image of a company that until recently set industry standards. | BGNES