Google has fun with Apple setbacks with the AI iPhone AI features. To promote its Pixel 10, the company implies that the options promised for its smartphone will be available immediately, not in a year.
Google has just published a short advertising spot to promote the Pixel 10, its next smartphone. The video is titled “Soon” (Soon), and rather than praising the aircraft, she has fun making fun of Apple and the features of the iPhone that supposedly arrive “Soon”.
“If you buy a new phone because of a feature that happens soon, but that has been coming soon for a year, you can change your definition of soon, or simply change your phone”declares Google, a bit provocative, referring to Apple Intelligence functions and improving Siri’s capacities, announced for the iPhone 16, but which are still not available a few weeks before the release of iPhone 17.
With Pixel 10, we will not have to wait for the functions of AI
Google has taken Apple a lot in advance on the AI field and takes the opportunity to base its communication on this aspect. We know that the iPhone 17 should not bring a lot of news in terms of AI compared to the iPhone 16. A large update is expected in 2026 to try to make up for the accumulated delay. To encourage consumers to buy the iPhone 17, Apple will mainly bet on iOS 26 and the new Liquid Glass interface.
On the Google side, the Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL and Pixel 10 Pro Fold will be presented on August 20, 2025, for an outing the following week. This generation does not bring a change of design, but represents a strategic turn on other aspects. First, the Pixel 10 will be entitled for the first time to a telephoto lens, a sensor so far reserved for the pro models of the range.
In addition, Google has chosen to decide its collaboration with Samsung for the design of its Tensor chip. The firm now works with TSMC, which already provides the largest market players such as Qualcomm and Apple. We can expect a sensitive increase in performance, as well as more controlled energy consumption thanks to the new architecture of the Tensor G5, engraved in 3 Nm.