This week, Google launched a provocative advertisement for the Pixel 9 Pro, directly targeting the highly anticipated iPhone 17. In a strategic move, the ad mocks Apple's design plans, suggesting that the tech giant frequently borrows ideas from the Android ecosystem. Although the iPhone 17 has yet to be released, Google’s ad is based on circulating rumors about the upcoming model, specifically regarding a potential horizontal camera bar reminiscent of the Pixel design.
Dummy models and mockups of the iPhone 17 indicate a significant alteration in design, featuring a thick horizontal camera bar for the iPhone 17 Pro models and a slimmer, more Pixel-style camera bar for the iPhone 17 Air. Historically, Google's Pixel lineup has utilized a horizontal camera bar, arranged with lenses in a straight line. In contrast, Apple is expected to maintain a triangular lens arrangement for the iPhone 17 Pro models, merely expanding the existing camera bump.
In this new advertisement, Google points out that the Pixel series introduced the horizontal camera bar concept before Apple’s rumored adaptation. The ad further explores various features that Apple is alleged to have copied from Android. The video is presented in a podcast format, featuring a playful dialogue between a Pixel phone and an iPhone.
Pixel: Hi, I'm Pixel, and this is my friend, iPhone.
iPhone: Good day.
Pixel: There are a lot of rumors circulating about iPhone's upcoming redesign.
iPhone: It's crazy. Can you imagine me doing the same thing you did first years later?
Google emphasizes features such as Night Mode, Clean Up, and customizable widgets, which were available on Android long before they made their way to the iPhone. The ad concludes with a humorous twist, as the iPhone echoes a line previously stated by the Pixel: “We want to remind everyone that these rumors are just rumors. Please don’t go repeating everything you see,” which is also highlighted in the video description.
This is not the first time Google has employed this type of advertising format to poke fun at Apple’s design choices. In previous campaigns, Google has critiqued Apple’s transition to USB-C, showcasing the ongoing rivalry between the two tech giants. As the competition heats up, the battle for consumer attention continues, with both companies striving to showcase their innovations while calling out each other’s design decisions.
