Google just lit a match under the smartphone wars — and Apple might be feeling the burn.
With the Pixel 10 right around the corner, Google is going beyond just product specs and price tags. It’s playing the game a little dirtier — and funnier — with a slick new ad that calls out Apple for promising something “soon” that’s, well, not so soon after all.
“Soon” Means Different Things to Different Brands
The 30-second teaser, titled “Soon,” dropped on YouTube and social media on Monday. It’s not subtle.
A voiceover, dry and snarky, takes center stage:
“If you buy a phone because of a new feature that’s coming soon but it’s coming soon for a full year, you could change your definition of ‘soon,’ or you could just change your phone.”
Behind the narration, a rotating Pixel phone gleams in slow motion, as the instrumental of Dr. Dre’s “The Next Episode” plays in the background. It’s a cheeky nod to what’s “next” — but also a bit of an own goal. Because, yes, Apple owns Beats by Dre.
Still, the message landed. Fans flooded the comments with reactions that ranged from amused to downright gleeful. “Daaaaang taking shots at Apple,” one wrote. Another called it “savage.” The tone? Classic tech-world shade, dressed up with Google’s signature polish.
Apple’s Siri Delay Left a Door Open — And Google Walked Right In
Back in June, Apple laid out a bold AI vision for Siri as part of its new “Apple Intelligence” suite. The company promised a souped-up virtual assistant that could understand your context — pulling info from your texts, calendar, emails, and even your photos — to offer genuinely useful help.
It sounded great. The problem? It’s nowhere to be seen.
Originally expected in spring 2025, the rollout hit a wall. In March, Apple confirmed it wouldn’t meet the target. The update, it said, would instead be arriving “in the coming year.”
That vagueness is what Google jumped on. The ad is less about mocking Apple’s delay — and more about underlining how it delivers today, not next year.
The teaser ends with a bold statement in white text over black: “Ask more of your phone.”
Timing Is Everything for Google
It’s not just trolling for fun. This jab comes just weeks ahead of the big Pixel 10 reveal, set for August 20 during the Made by Google event.
Google’s been warming up to this moment with a string of calculated moves:
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Pixel 8 Pro and Pixel 9 discounts
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A free year of Google AI Pro for Pixel 9 Pro owners
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And now, this eyebrow-raising teaser
This isn’t just a phone launch — it’s a loyalty play. Google wants to keep current Pixel users invested and maybe, just maybe, convince a few iPhone users to jump ship.
And the timing? Couldn’t be better. iPhone 16 hasn’t even launched yet, and buzz around Siri’s delay is growing louder.
Apple Remains Silent, But the Internet Isn’t
Apple, as expected, didn’t respond to the ad. That’s its usual MO. But the internet did the talking.
Even Android fans found it ironic that Google used a Dr. Dre track — considering Dre and Beats are firmly in Apple’s portfolio. “You troll yourself by music,” one commenter quipped.
But marketing is all about vibes, and this one hit. The playful jab didn’t feel mean-spirited — more like a friend nudging you for forgetting a birthday. Or in this case, a year-late update.
Just one sentence here: The mood was pure internet popcorn.
Google’s Bigger Play — Make Pixels Feel Fun Again
Beyond the Siri jab, the Pixel 10 teaser points to something bigger. Google’s learning how to have fun again with its phones.
For years, the Pixel line felt like it was built for camera nerds and AI enthusiasts. Great software, excellent photos — but little personality. Samsung had the flash. Apple had the luxury. Pixel had… brains.
But now? It’s different. With Android 15 tweaks, Gemini AI integrations, and more premium build quality, the Pixel 10 is shaping up to be a proper flagship. One that looks like it belongs in the $1,000 club.
Still, Google’s not trying to be Apple. It’s poking fun at the iPhone, not copying it.
And in 2025, that kind of branding actually works.
The Bigger Picture: AI Assistants Are the New Battleground
This whole spat — the ad, the shade, the delays — centers on one thing: voice AI.
Google has Gemini. Apple has Siri. Amazon has Alexa. But in the AI-first future, your phone’s assistant won’t just tell you the weather. It’ll write your email, plan your weekend, and maybe even suggest a gift for your mom based on past conversations.
Here’s how things stack up right now:
| Assistant | Current Status | Upcoming Features | Available On |
|---|---|---|---|
| Google Gemini | Fully integrated on Pixel 9+ | Real-time screen understanding, email writing, app control | Pixel, Android 15 (limited) |
| Apple Siri (AI version) | Delayed to 2026 | On-device reasoning, cross-app awareness, deeper personalization | iPhone 16 Pro+ (future) |
| Samsung Bixby | Barely mentioned anymore | N/A | Galaxy devices |
| Amazon Alexa | Mostly static | Some home AI updates | Echo, Fire OS |
AI is the next status symbol. And Google wants to make sure it’s leading the conversation — literally.
What Happens Next?
Let’s be real — this ad won’t suddenly get millions to ditch their iPhones. But it might plant a seed.
A jab here, a discount there, a cool new feature that actually ships on time — that’s how you win hearts. Slowly. Strategically. With style.
The Pixel 10 has a shot to shake things up. And if Google keeps this energy going through launch day, it just might turn the Pixel line from a nerd favorite into something more mainstream.
One thing’s clear: in 2025, phones aren’t just about screens and cameras. They’re about personality. And right now, Google’s showing a little more swagger than usual.
