Apple has recently made significant changes to its marketing strategy following scrutiny from the National Advertising Division (NAD), which prompted the tech giant to remove the "Available Now" banner from its Apple Intelligence page. This decision comes in light of concerns that the company’s advertising misled consumers about the availability of certain artificial intelligence (AI) features associated with the iPhone 16.
Initially launched in September 2024, the iPhone 16 came with a host of anticipated AI features, including Priority Notifications, Image Playground, Genmoji, and integration with ChatGPT. However, many of these features have not yet been fully rolled out, leading to questions about Apple’s marketing practices. The NAD, a division of the nonprofit BBB National Programs, found that Apple "reasonably conveyed the message" that these features were available at the time of the iPhone's launch, despite many not being accessible to users.
According to an archived version of the Apple Intelligence website, the misleading banner was removed in late March 2025, following the NAD's recommendation. The watchdog advised Apple to "discontinue or modify" its claims that these features were readily available, highlighting the importance of truthful advertising in maintaining consumer trust.
In its 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." This acknowledgment of the NAD’s concerns marks a significant shift in how Apple communicates about its AI capabilities.
Furthermore, the NAD discovered that Apple had included its AI-powered Siri in the "available now" section, despite the feature not being ready for public use. This revelation prompted Apple to cancel its planned promotional video, "More Personal Siri," featuring actress Bella Ramsey, which was intended to showcase unreleased AI-enhanced Siri features. The company has since confirmed that these enhancements are not expected to launch until 2026.
The ongoing delays in the rollout of AI features have not only affected Apple’s marketing but have also led to broader concerns among consumers. In January 2025, Apple had to deactivate an AI summary feature for news applications after users reported inaccuracies. This incident reflects the challenges that the company faces as it navigates the complexities of integrating AI into its products.
In light of these issues, Apple has rebranded its Apple Intelligence tagline to "AI for the Rest of Us" and has introduced new advertisements focusing on features that are currently available, such as the "Clean Up" tool, which allows users to remove unwanted objects from images. This pivot aims to reassure consumers that while some features are still in development, there are functional tools already accessible.
Despite the setbacks, most of the AI features revealed at the Worldwide Developers Conference (WWDC) 2024 are available by default on the latest iPhone models, and the iPhone 15 Pro models received these capabilities through a recent iOS update. However, the lingering perception that Apple has overstated its AI offerings could have lasting implications for its brand reputation.
As the tech industry continues to evolve, the pressure on companies like Apple to deliver on their promises will only intensify. The NAD's intervention serves as a reminder of the importance of transparency in advertising, particularly in a field as rapidly changing as artificial intelligence. Consumers expect and deserve clarity regarding what products can actually deliver, and misleading claims can lead to distrust.
In conclusion, Apple’s recent marketing adjustments reflect not only compliance with regulatory recommendations but also a strategic shift to ensure consumer confidence in its AI capabilities. As the company moves forward, maintaining an honest dialogue with its users will be crucial in navigating the competitive landscape of technology.
