Google’s New AI Features Widen The Gap As Apple Struggles To Keep Up

Google has concluded its MadeByGoogle 2024 event by announcing the new Pixel 9 series and a trove of new and exciting AI features. As an Apple fanboy, watching the Pixel event has me worried about the widening gap between the two companies and Apple’s overall approach towards joining the AI race. Google’s new AI features like Pixel Studio, Gemini Live, Add Me, and more are a fresh breath of air while Apple is struggling to roll out Apple Intelligence.

Google Understood the Assignment

Lately, Google’s events have become AI extravaganza. While the tech giant rolled out a slew of AI features at Google I/O 2024, they were mostly focused on getting more from Google search results and most people immediately dubbed them ‘something I’d use once in a while’. Understandably so as it was a software-focused event.

However, this time the features that Google announced at the Pixel event for the Pixel 9 series cater to a wide audience and have got many people excited. The new Screenshots feature is one that got me amped up. The camera-specific AI features are uber cool as well. These have the potential to tip the scales in the favor of Pixel 9 series for those who are in the market for a new premium smartphone. Even the Add Me feature is a great addition, while it might not influence the buyers as much, it’s still a feature you’d like to have on your phone.

These useful, rather exciting AI features will help Google break out of the shackles of the conception that AI is only useful for summarizing. Google’s innovative approach to trying to integrate AI into users’ diurnal tasks is appreciated.

Gemini Live vs AI-Infused Siri

Siri has remained a pain point for Apple for so long. The assistant was touted to be way ahead of its time when it was acquired by Apple. Ever since, Siri has not seen real upgrades and according to a study, Siri has actually gotten worse over time (I’m not kidding). Google Assistant, on the other hand, has received meaningful upgrades over the years. Google has been integrating Assistant into more of its native apps, resulting in improved user experience.

Then came Gemini, the AI-powered personal assistant that promises improved performance and ability to perform tasks that Assistant couldn’t. Now, Google has amped the assistant once again with Gemini Live. It is a much more powerful and natural version of Gemini with a push towards a free-flowing conversation that could be interrupted at any time for a more human-like feel.

While Apple is trying to catch up with its new and AI-infused Siri, it’s nowhere in sight, like other Apple Intelligence features. The Siri 2.0 does seem to be the all-powerful device assistant that Apple users have been asking for, Gemini Live is much more than just an assistant. It’s the leap that Google has been taking over Apple for some time now and it’s available, unlike the new Siri.

Apple’s US-only Approach and European Users’ Dismay

One area (literally) where Google’s AI is definitely beating Apple’s is the availability in the European Union. Apple has clarified that the Apple Intelligence feature won’t be available to EU users this year due to restrictions imposed by the Digital Markets Act. Capitalizing on that, Google yesterday announced that its new Loss of Pulse in the new Pixel Watch 3 will start rolling out in the EU first, followed by other regions. That was definitely a dig at Apple. Google has a mover’s advantage in the region. Apple Intelligence features have been confirmed to be exclusive to the US for one year now. There are no such geo-restrictions for Google’s AI features.

While the absence of Apple Intelligence features in the EU is a short-lived problem for Cupertino-giant, it has certainly disheartened Apple users in the region.

Where Are Apple Intelligence Features

My main irk with Apple’s participation in the AI league is the delay in rolling out the features. With the iOS 18 beta, many users were anticipating getting their hands on Apple Intelligence features. We have received six beta updates so far and the only AI features we’ve got are summarized notifications, rewrite text, and AI features in the Photos app. Major features like Image Playground, Genmoji, Generative AI Siri, and object eraser in Photos are still missing.

While Apple is lagging behind the competition, this delay is further widening the gap. Google has rolled out Pixel Studio, its answer to Apple’s Image Playground, with Pixel 9 devices. Other AI features announced yesterday at the event will also be available with the launch of new devices. It’s worrying that Apple is taking time to roll out features it has showcased at the event, knowing fully well that it is already late to the party.

ChatGPT rose to fame with mover’s advantage and Google is still trying to catch up with it. Apple and Google are also in the same boat. Apple is trying to catch up with Google.

At the time when Apple will roll out these features, competitors would have come up with more such features and the gap doesn’t seem to close any time soon.