Job’s Mob flogged its iPhone 16 lineup last year on the back of a personalised, AI-powered Siri, using “Apple Intelligence.” Nearly a year later, the smarter Siri is nowhere to be seen, and Cupertino was forced yank a commercial hyping the feature.

Google launched a 30-second Pixel 10 ad on YouTube and X, gleefully twisting the knife. The narrator suggests that if you bought a phone “because of a feature that’s coming soon, but it’s been coming soon for a full year,” then maybe you should “just change your phone.”

The ad is part of the build-up to Google’s Pixel 10 launch on 20 August, not that there’s much mystery left after Google’s own leaks and teaser images gave the game away early.

Adding to Job’s Mob’s embarrassment, Bloomberg’s resident Apple whisperer Mark Gurman reported that Craig Federighi, Apple’s SVP of software, blamed the delay on the fruit-themed company’s attempt to shoehorn a hybrid architecture into Siri. This decision apparently created more problems than it solved.

Federighi tried to spin the mess into a happy accident, claiming: “This has put us in a position to not just deliver what we announced, but to deliver a much bigger upgrade than we envisioned.”

He added, “There is no project people are taking more seriously,” although given Apple’s track record with Siri, that’s not exactly a ringing endorsement.

Federighi confessed in June that it was “going to take us longer than we thought,” which seems to be the company’s unofficial slogan for anything involving AI.

While Samsung's appeal makes common sense, there have been reasons for Apple fanboys to upgrade from an iPhone for years, including price, functionality, battery life, and memory issues, yet for some reason, the iPhone continues to sell.