Last year’s AI announcement from Apple did not unfold as expected, notably with the postponed launch of the “Personal Siri.” This misstep led to embarrassment for the company and prompted the National Advertising Division (NAD) of BBB National Programs to recommend that Apple modify or remove certain claims regarding the availability of specific Apple Intelligence features for the iPhone 16 and iPhone 16 Pro. The crux of the matter lies in Apple’s use of the headline “Available Now” across its promotional materials. This statement accompanied a list of features such as Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration through Siri.
The NAD determined that this wording suggested that all features were instantly accessible upon the iPhone 16’s launch. However, the tools were actually rolled out gradually through software updates between October 2024 and March 2025, which Apple did not adequately clarify. The NAD criticized the insufficient visibility of disclaimers about the gradual rollout. Furthermore, the upgraded capabilities of Siri drew attention during this review.
Apple had advertised new features like on-screen awareness and personal context under the same “Available Now” claim, but some were not ready in time. Following the review, Apple adjusted its materials to reflect these delays and even withdrew a promotional video for “More Personal Siri.” Despite disagreeing with the NAD’s findings, Apple agreed to adhere to the recommendations. This incident highlights the increasing competition in AI marketing, where companies rush to showcase new capabilities.
However, it is essential to ensure that advertised features are genuinely ready for consumer use to maintain trust. This situation serves as a vital lesson for Apple to improve its communication moving forward.