Google throws shade at Apple’s AI delays in a new Pixel 10 ad

With the August 20th Made by Google event right around the corner, the hype for the Pixel 10 is building. But in a delightfully spicy and confident move, Google isn’t just waiting to show off its new hardware; it’s already on the offensive, and it’s taking a direct shot at its biggest rival.

A new 30-second spot for the Pixel 10 just dropped, and it is a masterclass in brilliantly simple, targeted marketing. The ad doesn’t show any crazy new features or specs. It doesn’t need to. Instead, it lands a heavy punch by highlighting one of Apple’s biggest fumbles from the past year: the delayed promise of “Apple Intelligence.” The ad’s narration is short, sweet, and absolutely brutal:

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.

Why this ad is brilliant

This is a direct, undisguised jab at Apple’s struggle to deliver on its AI promises. Apple sold its iPhone 16 last year with the promise of a revolutionary, AI-powered Siri, only to see that upgrade get delayed. Almost a year later, the core features still haven’t fully arrived. And Google wants to make sure everyone remembers that.

This is exactly the kind of confident, savvy marketing I love to see from Google. Instead of just talking about their own features in a vacuum, they are drawing a clear line in the sand. The message is simple: why wait for “coming soon” when our powerful AI is here, now? It highlights Google’s biggest strength and a key differentiator in the current market.

Google knows that AI is the battlefield right now, and they’re not shying away from pointing out that they have a significant head start. It’s a bold, slightly cocky move, and I am absolutely here for it. It shows a level of confidence in the Pixel 10 and its on-device Gemini capabilities that has me even more excited for the August 20th launch.