Apple’s iPhone 16 launch heavily promoted Apple Intelligence, its suite of AI features. However, the reality hasn’t matched the marketing hype, leading Apple to remove the “available now” claim from its Apple Intelligence webpage. This change follows an inquiry by the National Advertising Division (NAD) of BBB National Programs.
The NAD investigation focused on Apple’s advertising claims surrounding Apple Intelligence. While some features, such as Priority Notifications, Image Playground, and ChatGPT integration, were released with the iPhone 16, others advertised on the Apple Intelligence page remained unavailable. Apple included disclaimers about future availability, but the NAD deemed them insufficiently clear and conspicuous.
The NAD recommended Apple modify or remove the “Available Now” claim. Apple chose removal. An archived version of the Apple Intelligence page shows the now-removed text. An Apple spokesperson 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.”
Interestingly, Apple opted to remove the claim rather than the unavailable features, likely anticipating customer willingness to wait. However, Apple Intelligence has faced criticism. Existing features like AI text summarization have underwhelmed users, leading many to disable them. The highly anticipated AI-powered Siri has also faced delays, potentially pushing its release to 2026. These setbacks have reportedly led to executive-level changes within Apple.
The NAD’s recommendation to revise the Apple Intelligence advertising might be a blessing in disguise. For now, it seems a less prominent approach to these features might serve Apple better.
The NAD’s inquiry highlighted discrepancies between Apple’s marketing and the actual availability of Apple Intelligence features. The “Available Now” claim proved misleading, prompting Apple to remove it. While some features are functional, key promises, like the revamped Siri, remain unfulfilled.
The situation surrounding Apple Intelligence raises questions about managing expectations in the fast-paced world of AI development. Balancing marketing hype with realistic timelines is crucial for maintaining consumer trust and satisfaction. The NAD’s intervention serves as a reminder of the importance of truthful advertising, especially when dealing with emerging technologies.
