Google Mocks Apple's Delayed iPhone Features in New Pixel 10 Ad [Video]

Google just dropped a new ad for its upcoming Pixel 10, and it's taking a clear shot at Apple over its famously delayed features. The minimalist spot calls out the frustration of waiting for updates that are always "coming soon," with the not-so-subtle suggestion to just change phones.

The ad's narrator lays it on thick, asking, "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 change your definition of soon, or you could just change your phone." The ad wraps by showing off the back of the new Pixel 10 and teasing an August 20, 2025, date.

That "coming soon for a year" line is a clear jab at Apple's ambitious AI-powered Siri features, which were announced at last year's Worldwide Developers Conference. Apple officially delayed its more personalized Siri in March, with a new internal target of spring 2026 for the rollout. The setbacks were serious enough that Apple even had to reorganize its Siri team to get the project back on track.


This is hardly the first time Google has poked the bear. In recent months, its "#BestPhonesForever" ad campaign has dropped similar spots mocking the rumored design of the iPhone 17 Air and calling out iOS for features that have been on Android for years, like Live Translation and Call Screening.

You can watch the new ad below.