Google has been killing it recently with their Google Photos ads. Their first ad was a shot across the bow at Apple and its continuing sale of 16GB iPhones. Its been plastered all over the Olympics over the past week. This new ad focuses more on the lack of backup strategy that most people have with their photos which are almost always only on their phone where they take them.
These recent ads must be bringing in a number of frustrated iPhone customers over to Google Photos. While iOS 10's Photos upgrade certainly narrows the gap with Google Photos, Apple still has a lot of work to do. First, they should be axing those 16GB iPhones (which is rumored to come true this fall with the next iPhone) and also provide more iCloud storage for customers beyond the palsy 5GB.