Pixel 10 ad roasts Apple over 'coming soon' AI promises
What's the story
Google has taken a jab at Apple over the delay of its promised AI-powered Siri upgrade. The tech giant released a new ad for its upcoming Pixel 10 devices, mocking Apple's failure to deliver on its promise. The ad features a narrator who suggests that if you bought "a new phone because of a feature that's coming soon," maybe it's time to "just change your phone."
Timing
Apple is facing difficulties in readying new AI-powered Siri
The 30-second ad was released on YouTube and X, ahead of the launch of Google's new Pixel 10 devices on August 20. The timing of the ad is particularly interesting as it comes just after a Bloomberg report highlighting Apple's ongoing AI delays. In an all-hands meeting, Apple's Senior Vice President (SVP) of Software Craig Federighi had attributed these delays to difficulties in implementing a hybrid architecture for Siri.
Future plans
Apple is working on a new version of Siri
Federighi said Apple is now working on a new version of Siri with an updated architecture. He added that this approach has enabled them to deliver not just what was originally promised, but also a much bigger upgrade than they had envisioned. "There is no project people are taking more seriously," Federighi said, emphasizing the importance of this development within Apple.