Technology

IIE DIGITAL DESK : The anticipation builds for the Pixel 10 series launch on August 20, 2025, Google dropped a bold new teaser video titled “Google Pixel 10  Soon” that takes a pointed jab at Apple’s circling promise of AI upgrades for Siri. The 30-second ad features sleek shots of the Pixel 10 Pro in Moonstone, accompanied by a narrator teasing the vagueness of “coming soon” features—and suggesting viewers simply switch phones instead.Without naming Apple directly, Google’s script opens with:“If you buy a new phone because of a feature that’s coming soon… but it’s been coming soon for a full year…”Then it hits home: “You could change your definition of ‘soon’. Or you could just… change your phone.” The background music—an instrumental version of Dr. Dre & Snoop Dogg’s “The Next Episode”—adds an extra layer of subtle mockery, referencing Apple’s acquisition of Beats by Dre.

The teaser caps off with the campaign slogan: “Ask more of your phone. Google Pixel 10.” The message is crystal clear—Google positions the Pixel 10 series as the choice for consumers who expect AI-powered features now, not at some ambiguous future date.

This campaign commentates on Apple Intelligence, unveiled at WWDC 2024, which promised smarter Siri features like context awareness, in-app actions, and predictive guidance. Many of these features have been postponed until 2026, prompting user frustration and litigation over misleading advertising in the interim.

Google has touted continuous AI enhancements in its Pixel phones since the Pixel 8, with built-in Gemini-based AI features, long before Apple’s update promises—even though Pixel 9 adopters recently started receiving broader market access. 

Leaks corroborate that Google plans to unveil four Pixel 10 variants on August 20—Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL, and the foldable Pixel 10 Pro Fold—alongside accessories like Pixel Watch 4 and new Pixel Buds. The upcoming line-up is expected to debut with Android 16, featuring TSMC’s Tensor G5 chip, vibrant color variants (Indigo, Lemongrass), and advanced AI tools like “Magic Cue” and the Pixel Sense intelligent lens assistant.

While Google advances its AI-first positioning, Apple continues to defer key "Apple Intelligence" features. Meanwhile, Google’s ad campaign emphasizes reliability and follow-through—traits Apple risks losing credibility on, according to Google’s cheeky marketing spin.

Google’s new Pixel 10 teaser is more than promotional—it’s a direct brand confrontation. With a catchy slogan, strategic soundtrack, and pointed narrative, the ad encourages consumers to rethink loyalty when promised AI features don’t materialize. As Pixel 10’s launch approaches, the campaign sets the tone: Google is ready to offer AI capabilities now, not someday.