What to know

  • Google released a new Pixel 10 ad that directly mocks Apple’s recent “Apple Intelligence” announcement.
  • The ad features a humorous conversation between the Pixel 10 and an iPhone, with the Pixel touting its AI features.
  • Google highlights that Pixel phones have had advanced AI capabilities for years, unlike Apple’s late entry.
  • The ad is part of Google’s ongoing campaign to position Pixel as the leader in smartphone AI.

Google is not holding back in its latest marketing push for the Pixel 10. In a new ad released this week, the company takes a playful but pointed jab at Apple’s recently announced “Apple Intelligence” suite of AI features, which are set to arrive on select iPhones later this year.

The ad, which has quickly made waves online, features a lighthearted conversation between two smartphones: the Google Pixel 10 and an iPhone. The Pixel 10, voiced with a confident and friendly tone, welcomes the iPhone to the world of AI-powered smartphones. The iPhone, meanwhile, sounds a bit sheepish as it admits that Apple Intelligence is “coming soon” and not yet available on most devices.

Throughout the 60-second spot, the Pixel 10 highlights several of its own AI features that have been available to users for years. These include real-time call screening, advanced photo editing tools, and on-device language translation. The Pixel 10 even jokes about how it’s been “doing this AI thing for a while,” poking fun at Apple’s late arrival to the AI party.

Google’s ad doesn’t just stop at playful banter. It also points out that many of Apple’s new AI features will only be available on the latest iPhone models, leaving older devices behind. In contrast, the Pixel 10 boasts a wider range of AI-powered tools that work across multiple generations of Pixel phones.

This isn’t the first time Google has used its ads to take shots at Apple, but the timing is notable. Apple’s “Apple Intelligence” announcement at WWDC 2024 was widely seen as a major step forward for the company, but also drew criticism for its limited device support and gradual rollout. Google is clearly seizing the moment to remind users that Pixel has been leading the way in AI innovation for years.

The ad is part of Google’s broader campaign to position the Pixel 10 as the go-to phone for anyone who wants cutting-edge AI features right now, not just in the future. Whether you find the ad funny or a bit cheeky, it’s clear that the battle for smartphone AI supremacy is heating up—and Google is eager to keep the upper hand.