One of Apple ’s big selling points for the iPhone 16 was that it would be the first to get Apple Intelligence , the ship’s company ’s suite of AI sport for doing things like summarizing text and generating customs duty emoji . But some of the bigger promise , like a revamped Siri , have yet to follow to realisation . As a termination , Apple has removed the description “ uncommitted now ” from the landing place Thomas Nelson Page for Apple Intelligence on the company ’s website following a passport from a truth - in - advertising brass .
The National Advertising Division , which is part of BBB National Programs , conduce an inquiryinto Apple ’s advertising promise around Apple Intelligence . It found that while some of the feature marketed by the company have been made available to some users , the cover assertion that all of the Apple Intelligence offerings are “ usable now ” was not accurate
Basically , the return in NAD ’s mind is that Apple ’s marketing misinform mass as to what features were in reality available . While the iPhone 16 lineup launch with functionality like Priority Notifications , Image Playground , and ChatGPT integration , the Apple Intelligence Sir Frederick Handley Page include other features that were not straight off available . Apple did offer little disclosures about that — footnotes and little print that suggested those feature would be get in succeeding update — but NAD said those distinctions were “ neither sufficiently cleared and blazing nor tight to the triggering claim . ”
A laptop keyboard and Apple Intelligence on website displayed on a phone screen© Jakub Porzycki/NurPhoto via Getty Images
Ultimately , the NAD recommended that Apple either ditch or change the call that all feature are “ Available Now , ” and Apple follow that passport . Anarchived versionof the company ’s landing place page for Apple Intelligence shows the “ Available Now ” text , which has since been draw down and no longer appear on the situation . In a argument , a representative for Apple say , “ While we disagree with the NAD ’s determination related to features that are useable to users now , we appreciate the opportunity to do work with them and will survey their recommendations . ”
It ’s notable that Apple decided to kill the “ Available Now ” framing rather than pluck down the promised feature that are not yet available , presumably reasoning that those feature are enough to get people to buy and expect . But thus far , Apple Intelligence has been more of a hassle than a functional sales draw . The feature that are availablehaven’t been able-bodied to rouse or change customers . In fact , features likeAI sum-up of text edition and newsworthiness storey have been so badthat many have turned them off . Meanwhile , the big hope of an AI - infused Siri hashit snag after snagand appears to bedelayed until potentially 2026 . That whole situation has perplex so spoilt that it has led tochanges at the administrator levelas the party scramble to strain to get back on raceway .
Apple might want to thank NAD for advocate reduce down on the Apple Intelligence advertising . Seems like the company might be better off burying those features rather than putting them front and nub .
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