Google is gearing up to launch . Ahead of the Made By Google event, the Californian company has already , and now it's taken a direct shot at its archnemesis, Apple.

The US search company has unveiled a provocative advert to drum up interest in its Pixel 10 lineup that ridicules Apple's long-delayed enhanced AI assistant capabilities, which have remained in limbo for over twelve months. Announced during its Worldwide Developers Conference in June last year, capable of scouring through your apps in seconds to answer questions.

GOOGLE PRESS OFFICE

In one example shown during the WWDC keynote, an Apple employee asked Siri "when does Mum's flight get in?" triggering a series of actions behind the scenes. Siri found a flight number mentioned in a text conversation with the right person and checked the latest information from the airline, bringing the up-to-date arrival time in a pop-up.

While several are now available in the latest iPhone models, this upgraded Siri assistant, which was described as having "Personal Intelligence" — integrating the latest generative AI models with personal context from the information stored on your device, is still missing in action.

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You can ask Siri to search for details from within other apps on your iPhone, like text messages about a film or book recommendation. Everything will be catalogued and searchable by the chatty AI assistant without impacting the tough end-to-end encryption

Craig Federighi, Apple's Senior Vice President Of Software Engineering, recently acknowledged that it delayed the next-generation Siri features fell short of the firm's quality standards.

And Google doesn't want anyone to forget it.

The advertisement for its upcoming Pixel 10 series features a sleek 30-second video that shows hints of the aluminium and glass design of the handset. An unseen male narrator delivers the cutting message: "If you buy a new phone because of a feature that's coming soon... but it's been coming soon for a full year... you could change your definition of soon. Or you could just change your phone."

Ouch. This aggressive marketing strategy marks a significant escalation in the smartphone wars between Silicon Valley's tech titans.

GOOGLE PRESS OFFICE | Google teamed-up with DeepMind, the most advanced AI team within the US firm, to design its latest custom silicon, the Tensor G4 that powers the latest Pixel devices

In the background, Google uses an instrumental version of Dr. Dre's "The Next Episode" throughout, adding an ironic twist given Apple's acquisition of Beats by Dre over a decade ago. You'll notice Google never mentions Apple by name, but the target is unmistakable as the video showcases the Pixel 10 Pro rotating in its new Moonstone finish.

Google already places an emphasis on AI features in the existing Google Pixel lineup, powered by the on-device Gemini Nano model for faster responses that still work without an active internet connection. This clever model fuels features like real-time call screening with contextual replies so you don't have to pick up to marketers or spam callers, enhanced voice typing across your apps, suggested replies in messages and emails, and much more.

Circle to Search lets you Google anything on-screen by highlighting it, but it can also be used as a way to translate a portion of text. Audio Magic Eraser cleans up video sound like wizardry and AI summaries can be found throughout the Pixel 9.

We'd expect the team at Google to build on all of these features with the next smartphone launch.

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While the official teaser from Google reveals the Google Pixel 10 in a bluish grey, it's rumoured that additional colours will include limoncello and indigo blue

Google has already revealed the Pixel 10's design through its own channels, showing you a device with a bluish-grey finish not seen in earlier models. It hints at an apparent triple-camera system on the standard Pixel 10, matching the Pro models' photography capabilities for the first time.

The incoming lineup is expected to ship in four variants: standard Pixel 10, Pixel 10 Pro, Pixel 10 Pro XL and Pixel 10 Pro Fold, all powered by the new Tensor G5 processor. You'll also see Google's continued rivalry with Apple extend beyond phones, with the Pixel Watch 4 and Pixel Buds 2a expected at the same event.

GB News will have all of the announcements from the Made By Google keynote, so stay tuned later this month.