In its ongoing “Best Phones Forever” advertising campaign, Google takes a playful jab at Apple, highlighting how many features in the upcoming iOS 26 appear to have been “inspired” by its Pixel line, while also teasing the forthcoming Pixel 10.
The “Best Phones Forever” series has been a long-running initiative for Google, designed to showcase the coexistence of the iPhone and Pixel while occasionally throwing light-hearted critiques at the iPhone. The latest installment, titled “Responding to the Rumors,” humorously points out several iPhone features that were initially available on Pixel. “Total coincidence,” the ad suggests.
The new installment, “Responding to MORE Rumors,” continues this theme, discussing iOS 26 features that are reminiscent of those already enjoyed by Pixel owners. Highlights include live translation in text messages, Hold Assist, and Call screening, with the iPhone playfully remarking, “I mean, what are the chances?” These features are set to be launched to users alongside iOS 26 later this year.
The ad concludes with the iPhone inquiring, “What are you working on for Pixel 10?” to which the Pixel hesitates to respond, adding to the playful banter.
Though all in good fun, Google’s approach cleverly asserts the company’s innovations while hinting at new features for the Pixel 10. Among the rumored additions is a new “Magic Cue” function that has recently leaked. Compared to its more direct competitors, Google’s lighthearted strategy seems more subtle.
In an interesting promotional move, Google has also started using this ad format in movie theaters, where iPhone and Pixel characters remind audiences to silence their phones before screenings. This initiative comes at a strategic time, as a blockbuster season approaches, featuring anticipated films like the live-action remake of How to Train Your Dragon, Superman, and Fantastic Four: First Steps, all set to hit theaters in the coming month.