Cupertino, California – Apple’s launch of the iPhone 16 boasted the introduction of Apple Intelligence, a suite of AI features designed for tasks such as text summarization and custom emoji creation. However, some of the major features promised, such as an improved Siri, have yet to be delivered. In response to concerns raised by the National Advertising Division (NAD), Apple has removed the claim of “available now” from its Apple Intelligence landing page on the company’s website. NAD’s inquiry into Apple’s advertising of Apple Intelligence found that while some features were indeed accessible to certain users, the assertion that all features were immediately available was misleading. Apple had included disclaimers indicating that additional features would be released in the future, but NAD deemed these disclosures inadequate.
As a result of NAD’s findings, Apple opted to remove the “Available Now” description from its Apple Intelligence landing page. While Apple disagreed with NAD’s assessment of the availability of current features, the company acknowledged the recommendations made by NAD and committed to following them. Despite facing challenges with the rollout of Apple Intelligence, particularly with features like AI-generated text summaries failing to impress users, Apple has chosen to keep these features live in anticipation of future updates. The delayed introduction of AI-infused Siri, which was originally expected to debut alongside the iPhone 16 lineup, may now be pushed back to 2026.
The underwhelming response to Apple Intelligence has prompted internal changes within the company as executives work to address the shortcomings and improve user experience. Apple’s decision to revise its advertising strategy for Apple Intelligence reflects a shift in focus towards resolving existing issues rather than promoting features that have yet to meet consumer expectations. By aligning with NAD’s recommendations, Apple aims to reposition Apple Intelligence as a more compelling offering for customers, despite the setbacks experienced during the initial launch.