People aren’t demanding AI features in their phones just yet, says Sheng Win Chow, an analyst at Canalys, which tracks smartphone sales. But Google is betting they soon will. The race continues and for now, Apple has a lot of catching up to do.

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.”