Google roasts Apple over Siri delays ahead of iPhone 17 launch

In a bold move, Google has criticized Apple for its ongoing delays in unveiling promised artificial intelligence features. In a teaser for the upcoming Pixel 10 series, the tech giant, while not directly naming its competitor, questions the prolonged wait for a feature that has been labeled as 'coming soon' for over a year. The narrator of Google's advertisement states, "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 teaser concludes with a call to "Ask more of your phone," coinciding with the Pixel 10 series launch set for August 20. Apple had previously announced its AI initiatives, termed Apple Intelligence, during the WWDC 2024 conference. However, many of these features were not fully implemented by the time the iPhone 16 was released, drawing significant criticism towards the Cupertino-based company. Furthermore, the much-anticipated update for Siri remains absent from iOS 18, even as development for iOS 26 is reportedly underway. Leaks indicate that the critical Siri update may not arrive until next year. As Apple grapples with these delays, Google is advancing with its Gemini AI assistant, which is expected to succeed Google Assistant on Android devices later this year. The company unveiled its Gemini 2.5 Pro model in March, achieving top rankings in various AI benchmarks, followed by the launch of Gemini 2.5 Flash. During its August event, Google is set to introduce four new devices: the Pixel 10, Pixel 10 Pro, Pixel 10 XL, and Pixel 10 Pro Fold. In contrast, Apple is currently utilizing ChatGPT to manage intricate AI inquiries, and a recent Bloomberg report by Mark Gurman suggests that the company is also working on a chatbot similar to ChatGPT for search functionality, which might eventually be incorporated into Siri and other Apple applications.