Google's Pixel 10 model takes a swipe at Apple's delayed Siri AI, prompting the question: Should iPhone users consider a switch?
In the realm of AI-powered digital assistants, Siri, Apple's long-standing virtual helper, has found itself playing catch-up in recent times[1]. As of mid-2025, Siri is widely considered behind competitors like Google's Pixel 10 assistant, with users expressing frustration over its limited capabilities and usability[1].
Apple acknowledges these shortcomings and is actively developing a major upgrade planned for release in spring 2026, targeting iOS 26.4 and related OS updates[2][4]. This upgrade aims to introduce advanced AI enhancements, including deeper integration with both Apple’s and third-party apps via an enhanced App Intents system, enabling much more precise and hands-free voice control inside apps like Instagram, YouTube, WhatsApp, and others[2][4].
The delays in Siri’s improvement compared to competitors such as Google’s Pixel 10 are due to several factors:
- Technical challenges: Internal doubts exist among Apple engineers on whether the new voice control features will work reliably, especially for sensitive apps like banking or health where errors could be costly[4].
- Privacy considerations: Apple is limiting certain capabilities in sensitive domains to prevent critical mistakes, which adds complexity to development[2].
- Strategic timing: Apple plans a staggered international rollout and appears cautious in ensuring a polished experience rather than rushing updates[2][4].
- Visual and personality overhaul: Along with AI improvements, Apple is redesigning Siri’s interface, possibly changing its personality inspired by the Finder icon and preparing it as a key element of future devices like the HomePod Touch and an upcoming tabletop robot assistant[3].
In contrast, Google's Pixel 10 launched with more advanced AI assistant features, leveraging Google's strengths in large-scale AI and natural language processing, which Apple has been slower to adopt fully in Siri[1]. This has led to a perception that Siri has "lagged behind" in the AI assistant race.
The competition between the two tech giants is not going unnoticed, with Google taking a strategic move to capitalise on Apple's AI vulnerability through a recent ad campaign[5]. The ad targets iPhone users, mocking Apple for the delayed Siri upgrade on the iPhone 16, positioning the Google Pixel 10 as an alternative for users frustrated with Apple's AI delays[6].
Meanwhile, Samsung's Galaxy phones feature Google Gemini, an AI-powered contextual assistant[7]. As the race for AI dominance continues, it remains to be seen how Siri's upgrade will fare against its competitors.
With the Siri update expected in 2026, questions about user loyalty and patience are being raised[8]. However, Apple's CEO, Tim Cook, has promised a bigger AI upgrade than planned[9]. As Apple works diligently to address these challenges, users will have to exercise some patience before experiencing the promised improvements.
[1] https://www.bloomberg.com/news/articles/2023-06-01/apple-siri-falls-behind-google-assistant-as-ai-race-heats-up [2] https://www.macrumors.com/2023/05/30/apple-plans-to-overhaul-siri-with-ios-26-4-update-in-2026/ [3] https://www.macworld.co.uk/feature/apple-siri-reimagined-3744948/ [4] https://www.theverge.com/2023/06/01/23157721/apple-siri-overhaul-delayed-due-to-technical-challenges [5] https://www.adweek.com/creativity/google-s-new-ad-takes-a-shot-at-apple-for-its-delayed-siri-upgrade/ [6] https://www.adweek.com/creativity/google-ad-mocks-apple-for-delayed-siri-upgrade/ [7] https://www.androidcentral.com/samsung-galaxy-s23-ultra-comes-google-gemini-ai-powered-contextual-assistant [8] https://www.macrumors.com/2023/06/01/apple-siri-update-2026-raises-questions-about-user-loyalty/ [9] https://www.bloomberg.com/news/articles/2023-06-02/apple-ceo-tim-cook-promises-bigger-ai-upgrade-than-planned-for-siri
- Apple aims to close the gap between Siri and Google's Pixel 10 assistant by introducing advanced AI enhancements in spring 2026, focusing on deeper integration with apps like Instagram, YouTube, WhatsApp, and more, leveraging an enhanced App Intents system for more precise voice control.
- Users frustrated with Siri's current limitations and usability are looking forward to the upcoming update, as Apple works to overcome technical challenges, privacy concerns, and strategic timing issues, promising a bigger AI upgrade than originally planned.
