Google mocks Apple for failing to deliver on Siri upgrade promises

Ahead of its upcoming Pixel 10 launch on August 20, Google has released a cheeky new ad taking aim at Apple’s long-delayed attempts to make Siri smarter.

Set to the track The Next Episode by Dr. Dre and Snoop Dogg, the voiceover pokes fun at users buying a device for features that are promised as "coming soon" — except, as the voiceover adds, "it’s been coming soon for a full year," before suggesting: "You could just… change your phone."

The jab refers to Apple’s still-unreleased personalized version of Siri, announced back in summer 2024 as part of the company’s new AI system, Apple Intelligence. Despite heavy promotion, from TV ads to the iPhone 16 keynote, the smarter Siri has been repeatedly delayed.

According to Bloomberg, the revamped Siri is now expected to roll out no earlier than 2027. Sources inside Apple blame weak leadership, lack of ambition, and poor internal coordination for the delays. The company’s struggle to create a hybrid model supporting both old and new commands has reportedly made things worse.

The missed deadlines have triggered legal issues as well: Apple faces a lawsuit over misleading advertising, and a group of shareholders accused the company in June of misrepresenting launch timelines for its key AI features. Rumor has it Apple now plans to tone down bold announcements until new capabilities are fully ready to ship.