Summary: The NAD is recommending that Apple adjust its advertising claims over the availability of certain Apple Intelligence features. However, it seems that despite the mess Apple found itself in, the company has no intention of doing so.
Apple made many bold claims and promises when it unveiled Apple Intelligence in 2024. Today, the best feature of Apple Intelligence is also probably one of the most basic things a lot of AI models can do, which is to remove unwanted objects from photos. So much so that the National Advertising Division is recommending that Apple remove or modify some advertising claims about the availability of some Apple Intelligence features.
Adjusting advertising claims
According to the National Advertising Division (NAD), “NAD found that Apple’s unqualified ‘Available Now’ claim, positioned at the top of its Apple Intelligence webpage and above detailed feature descriptions, reasonably conveyed the message that all listed features—including Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration—were available at the launch of the iPhone 16 and iPhone 16 Pro.”
It also mentions, “Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims were not properly supported at the time they were first made. NAD further found that Apple’s disclosures—such as footnotes and small-print disclosures—were neither sufficiently clear and conspicuous nor close to the triggering claims.”
Apple Intelligence is a mess
Right now, Apple Intelligence is in a real mess. In a bid to try to meet the expectations of customers and investors, Apple rushed Apple Intelligence to market. The company made many bold claims during its presentation. However, it was later revealed that some of the features Apple showed off were cooked up by its marketing department. The actual team behind Siri and Apple Intelligence had no idea these were features they were working on.
Let’s not forget that Apple also promised to launch a revamped version of Siri. Siri has been a joke ever since it launched. Many had hoped that an AI-powered Siri would make it more capable and usable. However, we’re still waiting to find out. Apple has pushed back the launch several times now. This has led to lawsuits that claimed Apple is engaging in “false advertising.”
That being said, it seems that Apple does not agree with the NAD. The company issued a statement in response saying, “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.”
2025-04-23 15:06:33