Last year, Apple made headlines with its much-anticipated AI reveal, but the launch of Apple's Personal Siri didn't go as smoothly as planned. The delayed introduction of this feature has been a source of embarrassment for the tech giant. In light of these issues, the National Advertising Division (NAD), a part of BBB National Programs, has advised Apple to adjust or remove certain claims regarding the availability of its Apple Intelligence features for the iPhone 16 and iPhone 16 Pro.
At the heart of this controversy is the bold headline "Available Now," prominently displayed on Apple's Apple Intelligence webpage and in promotional materials. This statement was positioned directly above a comprehensive list of features, including Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration through Siri and writing tools. The NAD claims that such phrasing misled consumers into believing that all these features were fully operational on the day of the iPhone 16 series launch, which was not the case.
In reality, the features associated with Apple Intelligence were rolled out gradually through software updates from October 2024 to March 2025. The NAD highlighted that Apple failed to communicate this timeline clearly. Footnotes and small print disclaimers were deemed insufficient to adequately inform users about when they could realistically expect to utilize these features, raising concerns about transparency in Apple's advertising.
Despite some features being available immediately, the NAD emphasized that Apple should have provided clearer explanations regarding the actual rollout dates. Additionally, other features listed under the "Available Now" banner were also confirmed by Apple to be delayed. The company subsequently updated its advertising materials to align with the revised timeline and even removed a promotional video that highlighted the so-called More Personal Siri experience. This action effectively halted the promotion before the NAD could formally assess it.
While the NAD does not possess legal authority, its influence in maintaining honesty in advertising often encourages companies to adhere to its recommendations. In this instance, Apple has publicly disagreed with the NAD's findings but has stated that it will comply with their recommendations to ensure clarity in future advertising.
The ongoing situation with Apple's Apple Intelligence highlights the critical need for transparency in advertising, especially in the fast-evolving tech landscape. As companies like Apple strive to innovate and introduce new features, clear communication about product availability remains essential to maintain consumer trust.
