Apple promised an AI-powered version of Siri with its iPhone 16 devices last year, but almost a year later, the upgrade is still delayed. In a new ad for its Pixel 10 devices, Google is poking fun at Apple’s missed promise.
The ad, which aired on YouTube and X, features a narrator saying that if you bought an iPhone 16 because of a feature that was coming soon, “you could just change your phone” since it’s been delayed. The spot also mentions that Apple’s issues with a hybrid architecture for Siri are holding up the upgrade.
Apple is now working on a new version of Siri with an updated architecture. However, according to Bloomberg’s Mark Gurman, Apple’s SVP of software Craig Federighi put the delay down to trying to use this new architecture.
Google’s latest ad comes as Apple works to improve its AI-powered virtual assistant, which has been plagued by delays. The Pixel 10 devices are set to launch on August 20th.
Source: https://www.theverge.com/news/718191/google-apple-intelligence-dunk-pixel-10-ad