Of course, Google’s latest Pixel lineup is far from an existential threat to Apple’s iPhone. According to research firm Canalys, Apple’s iPhone made up 49% of US smartphone shipments in Q2. Samsung accounted for 31%, while Motorola had 12%. Google devices made up just 3% of shipments.

In a new Pixel 10 ad, Google dunks on Apple’s failed promise of Siri AI improvements, with a narrator that suggests you could “just change your phone” if you bought “a new phone because of a feature that’s coming soon, but it’s been coming soon for a full year.”

It also took the opportunity to throw a few jabs at Apple over the comparatively slow rollout of AI upgrades for the iPhone.Google announced its Pixel 10 series on Wednesday, which will be available from Aug.