introduced Apple Intelligence to the public. In the weeks that ensued, Apple’s share price skyrocketed, as it became clear that Apple was fully committing to AI. Now, over a year later, many of the AI functionalities Apple assured would arrive soon are still absent. Consequently, Google chose to have a little fun at Apple’s cost with its latest advertisement for the Pixel 10.
The advertisement initiates by displaying the sleek design of the Pixel 10. Then a voiceover states: “If you purchase a new phone due to a feature that’s on the horizon… but that feature has been on the horizon for an entire year… you might want to reconsider your definition of soon. Or perhaps you should switch your phone.”
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The advertisement does not specifically name Apple, yet there is no mistaking the intended target. The ridicule is lighthearted, and to be frank, it is quite fitting. Many of the Apple Intelligence features that Apple touted, like customized Siri capabilities, are rumored to launch almost 2 years later than originally intended. It’s not catastrophic, but it is atypical of Apple’s usual practices.