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Apple’s AI Features Under Scrutiny: NAD Recommendations on Marketing Claims
In the aftermath of Apple’s much-anticipated AI unveiling, the rollout of its “Personal Siri” has not been without complications. Following the company’s struggle with the launch timing, the National Advertising Division (NAD), an entity of BBB National Programs, has now urged Apple to revise or eliminate certain claims regarding the availability of specific features for the iPhone 16 and iPhone 16 Pro.
The crux of the issue revolves around the prominent “Available Now” tagline featured on Apple’s Apple Intelligence webpage and various marketing materials. This statement was prominently displayed above a comprehensive list of features such as Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration via Siri. The NAD indicated that this led consumers to believe these features were fully operational upon the iPhone 16 series launch.
However, the reality differed significantly as these functionalities were gradually unveiled through software updates that spanned from October 2024 to March 2025. The NAD concluded that Apple failed to communicate this timeline effectively, stating that footnotes and disclaimers in small print did not adequately inform consumers about the actual availability of the features. Although some tools may now be available, the NAD emphasized that Apple could have done more to clarify when users could truly expect access to them.
Notably, Siri’s enhanced features also came under scrutiny. Apple touted upgrades like on-screen awareness, personal context, and cross-app functionality within the same promotional framework. However, during the review process, Apple conceded that some of these enhancements were not ready for launch as initially advertised. In response, the company adjusted its promotional content and even withdrew a video detailing the “More Personal Siri” experience before the NAD could make a formal assessment.
While the NAD’s influence does not extend to legal mandates, its role in ensuring truthful advertising often encourages companies to adhere to its recommendations. In this instance, despite Apple’s disagreement with the NAD’s conclusions, the company announced its willingness to comply with the suggested changes.
“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,” Apple stated in a press release from April 22, 2025.
This situation unfolds during a period of intense competition in the AI market, as numerous tech firms strive to showcase their innovative capabilities rapidly. However, this haste can sometimes result in errors like those experienced by Apple. While competition fosters innovation, accurately advertising product readiness is crucial for maintaining consumer trust. This episode serves as a significant lesson for Apple, highlighting the importance of transparent communication in an evolving technological landscape.
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