In a playful jab at its rival, Google has launched a new advertisement that mocks Apple’s rumored design changes for the upcoming iPhone 17. The ad, released on May 7, 2025, suggests that Apple often borrows features from Android devices long after they have been introduced, a notion that has fueled the ongoing rivalry between the two tech giants.
The advertisement, part of Google’s '#BestPhonesForever' campaign, features a humorous podcast-style conversation between a Pixel phone and an animated iPhone. In the ad, the Pixel quips, "It’s crazy. Can you imagine me doing the same thing as you, years later?" This remark directly targets rumors that the iPhone 17 will adopt a horizontal camera bar, a design element that has been a staple of Google’s Pixel lineup for several generations.
The Pixel’s playful taunt highlights the anticipated changes to the iPhone’s camera setup, which could include an extended camera island for the iPhone 17 Pro and Pro Max models, potentially resembling the design of the Pixel. According to various leaks, the iPhone 17 Air may also feature a slimmer horizontal bar.
Google’s advertisement cleverly underscores the irony of Apple’s design choices, especially as rumors swirl about the iPhone 17’s features. While Apple has historically maintained a distinct design language, this potential shift towards a more Pixel-like aesthetic has not gone unnoticed. The ad concludes with the Pixel reminding viewers, "We want to remind everyone that these rumors are just that—rumors."
This isn’t the first time Google has taken a shot at Apple in its marketing. In a previous campaign, Google showcased a conversation between a Pixel and an iPhone in a spa setting, where the iPhone expressed its struggles to keep up with the rapid innovations of Android devices. The Pixel pointed out that features like photo blurring, AI call management, and live translation were already available on Android, while Apple’s only notable addition was the introduction of USB-C, a standard that had long been adopted by Android devices.
As anticipation builds around the iPhone 17, Google’s ad serves as a reminder of the competitive landscape between these two technology titans. The new iPhone is rumored to come equipped with a substantial upgrade in RAM, possibly reaching 12 GB, which could be crucial for Apple’s ambitions in artificial intelligence. However, the iPhone 17 Air, which is expected to replace the Plus model, may face challenges with battery life, potentially seeing a reduction of about 20% compared to other models in the series, and will reportedly feature only one speaker.
Despite the lighthearted mockery, Google’s campaign reflects a broader trend in the smartphone industry, where borrowing and adapting ideas has become commonplace. The Pixel’s commentary on Apple’s features, such as Night Sight—later rebranded as Night Mode for Apple—illustrates how innovation often crosses corporate lines. Other examples include Magic Eraser, which became Clean Up in Apple’s ecosystem, and widgets that have been part of Android since 2008 but only made their way to iOS in 2020.
Google’s approach contrasts with previous advertising tactics from other companies, such as Samsung, which have sometimes been overly aggressive in their critiques of Apple. Instead, Google opts for a more subtle form of humor that allows it to highlight its innovations while maintaining a friendly rivalry with Apple.
As the tech world eagerly awaits the official unveiling of the iPhone 17 in September, Google’s advertisement stands as a testament to the ongoing competition and the playful banter that defines the relationship between these two industry leaders. The design and features of the iPhone 17 remain speculative, but the stakes are high as both companies strive to capture consumer attention and loyalty in an ever-evolving market.
With the Pixel 10 set to be announced soon, featuring a new Tensor G5 chip developed entirely in-house, Google is not only defending its current offerings but also positioning itself for future competition. The playful exchange in the advertisement serves to remind consumers that innovation is a constant race, and the lines between inspiration and imitation can often blur.
As both companies gear up for their respective launches, the public will be watching closely to see how the iPhone 17 and Pixel 10 stack up against each other. Will Apple’s latest model live up to the hype, or will Google’s Pixel continue to lead the way in smartphone innovation? Only time will tell, but one thing is certain: the rivalry between Apple and Google is far from over.
