One of the most anticipated features of the iPhone 16 was the introduction of Apple Intelligence, a comprehensive suite of artificial intelligence capabilities designed to enhance user experience. This innovative technology promised functionalities such as summarizing texts and generating customized emojis. However, some of the more ambitious claims, particularly regarding a revamped Siri, have yet to materialize.
In light of these discrepancies, Apple has removed the wording “available now” from its Apple Intelligence landing page. This change came after a thorough inquiry by the National Advertising Division (NAD), a branch of BBB National Programs, which scrutinized Apple's marketing claims concerning Apple Intelligence. The investigation revealed that while certain features were accessible to some users, the assertion that all features were “available now” was misleading.
The main concern voiced by the NAD was that Apple's marketing efforts could mislead consumers regarding the actual availability of Apple Intelligence features. While the iPhone 16 launched with some functionalities like Priority Notifications, Image Playground, and ChatGPT integration, the Apple Intelligence webpage included several features that were not immediately accessible. Although Apple included small footnotes and disclaimers indicating that certain features would be rolled out in future updates, the NAD deemed these notices “neither sufficiently clear and conspicuous nor close to the triggering claims.”
Following the NAD's recommendations, Apple chose to revise its marketing language instead of retracting the features that are yet to be launched. An archived version of the website reveals the previous “Available Now” claims, but this has since been removed. A spokesperson for Apple stated, “While we disagree with the NAD’s findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations.”
Despite Apple’s efforts, the reception of Apple Intelligence features has been lukewarm. Users have reported dissatisfaction with the AI-driven text and news summaries, leading many to disable these functions altogether. The highly anticipated enhancement of Siri, integrated with AI capabilities, appears to be facing significant delays, with projections extending possibly to 2026.
As the company grapples with these challenges, executive changes have been initiated in an attempt to realign its strategy. The NAD’s recommendations might serve as a pivotal moment for Apple, pushing the company to reconsider how it markets Apple Intelligence. The decision to downplay these features rather than promote them aggressively may ultimately prove to be a strategic move as Apple navigates through the current turbulence in its AI initiatives.
