The rivalry between Apple and Google continues to heat up, now playing out in a new advertising campaign from Google that directly targets the iPhone 17 Pro. Launching this week, the campaign leverages the popular musical “Wicked” to position the Pixel 10 Pro as an innovator while suggesting Apple frequently follows suit with new features. This latest volley in the smartphone wars highlights the industry’s ongoing race for technological advancement and consumer preference, with both companies vying for dominance in a multi-billion dollar market.
Google is taking aim at Apple once again, this time with a creative new ad campaign that positions its Pixel 10 Pro as a technology pioneer while portraying the iPhone 17 Pro as a follower. The playful ad, reminiscent of the musical “Wicked,” highlights the ongoing rivalry between the two tech giants.
According to Gizchina, the one-minute advertisement casts the Google Pixel 10 Pro as Elphaba, the green-skinned witch, and the iPhone 17 Pro as Glinda, the crowned, purple-hued “good” witch – characters known for their close friendship in the story of Wicked. This creative approach underscores a broader trend in the tech industry: the rapid pace of innovation and the competition to introduce cutting-edge features.
The ad implicitly suggests that Google often introduces innovative features on its Pixel devices and within the Android ecosystem before Apple adopts them in subsequent iPhone releases, sometimes months or even years later. The campaign opens with the iPhone 17 Pro thanking the Pixel 10 Pro for inspiring new features, specifically mentioning advanced photo editing capabilities, call identification filters, and interactive digital assistants powered by artificial intelligence (AI). Google first introduced all three features on its Pixel line.
In a musical number, both phones sing about how Pixel features have made the iPhone “better and smarter.” However, Google subtly differentiates the two through voice quality: the Pixel 10 Pro’s voice is described as natural and human-like, while the iPhone 17 Pro’s sounds rigid and robotic. This distinction aims to emphasize the more fluid and “human” nature of Google’s AI and assistant technology. The ad is part of the #BestPhonesForever series, which portrays a complex “love-hate” relationship between Apple and Google phones.
The series frequently showcases the competitive dynamic and the interconnectedness of the two technology powerhouses. This latest ad continues that tradition, offering a lighthearted yet pointed commentary on the ongoing battle for smartphone supremacy.
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