Apple’s Advertising Under Fire

In a significant move, Apple has removed the controversial ‘available now’ label from its Apple Intelligence page, a decision prompted by an inquiry from the BBB National Programs’ National Advertising Division (NAD). This scrutiny came as part of the NAD’s ongoing marketplace monitoring program, which aims to ensure truthful advertising.

Features Delayed Despite Hype

The inquiry specifically focused on Apple’s advertising of features linked to its AI tool in promotional materials for the much-anticipated iPhone 16 and iPhone 16 Pro. These features included Priority Notifications, advanced Image Generation tools like Image Playground, Genmoji, and Image Wand, ChatGPT integration with Siri, and various enhancements to Siri's functionality.

NAD's Findings—A Wake-Up Call for Apple

NAD found that Apple’s claim of ‘Available Now’ led consumers to believe that all listed features were accessible at the iPhone launch. However, in reality, these features are being rolled out in stages, with updates not expected to be fully available until March 2025. NAD deemed that the initial claims did not have sufficient backing and that any qualifications mentioned were not clearly communicated to consumers.

Siri’s New Capabilities in Limbo

The inquiry also touched on new Siri functionalities that fell under the same misleading banner, like onscreen awareness and personal context features. Apple acknowledged that these capabilities would not arrive on the promised schedule and updated its promotional materials accordingly.

Apple Responds to the Scrutiny

In response, 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.” Additionally, Apple has permanently pulled its ‘More Personal Siri’ promotional video as part of its compliance efforts.

What This Means for Apple Fans

This development raises questions about how tech giants communicate feature availability, especially as consumers eagerly await innovative updates. As Apple continues to navigate this landscape, users can only hope for transparency in the unfolding of these AI features.