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Overreaching Promises
The issue began with a detailed examination of the Apple Intelligence web page on Apple’s website. At the top of this page, a banner loudly proclaimed Available Now
, positioned above an extensive list of AI-enhanced capabilities. However, not all the listed features were available at the launch of the iPhone 16 and iPhone 16 Pro.
According to the NAD, the wording was misleading: it suggested that all Apple Intelligence tools would be operational from day one, which was not the case. Many features were rolled out gradually, between October 2024 and March 2025, while significant enhancements to Siri are still pending, pushed to iOS 19 (late 2025 to 2026).
Insufficient Transparency
The agency also criticized Apple for not sufficiently highlighting the fine print at the bottom of the page, the kind that few people read but is supposed to explain the availability conditions. Being too subtle and too detached from the central promises, these disclaimers were deemed not to meet the clarity standards required in advertising.
The direct outcome of this decision was immediate: Apple removed the contentious claim and added a new statement under the postponed Siri features, noting that they will be available with a future software update
.
This adds to the list of retractions in recent weeks. Indeed, Cupertino has had to rethink its marketing strategy in light of lawsuits for false advertising and dissatisfaction from users and investors. Especially since the next earnings presentation is just days away…
In an official statement, Apple stated it does not fully agree with the NAD’s findings, but commits to adhering to the recommendations: While we disagree with the NAD’s conclusions on the features available to users now, we value the opportunity to work with them and will follow their recommendations
.
As the unveiling of iOS 19 approaches, this is a clear signal to Cupertino’s marketing team, aimed at ensuring that promises do not outpace technical timelines. As Apple Intelligence rapidly advances, it still remains in development in several areas—particularly those involving Siri. At a time when AI stakes are becoming a key selling point for upcoming iPhones, Apple can no longer afford missteps.