Apple Intelligence, a suite of AI features for Apple devices, debuted in June 2024 and officially launched in October of the same year.
Apple initially hoped these AI features would be a key selling point for its iPhone line, attracting users and competing with other mobile market players.
Apple is disappointing, even infuriating, many users with overly promotional AI features on their iPhones. (Image: Apple).
However, many of the AI features within the Apple Intelligence package have yet to reach users. Meanwhile, real-world user experiences with other AI features have been disappointing, with many users reporting that these features don’t deliver on Apple’s promises.
Apple has relentlessly used videos and marketing campaigns to promote Apple Intelligence. Recently, however, the National Advertising Division (NAD), a non-profit organization focused on advertising truth, stated that Apple went too far in its advertising and marketing of Apple Intelligence features.
“NAD recommends Apple avoid communicating about features that are not yet available,” NAD stated in a press release, citing that many advertised Apple Intelligence features are not fully developed and not available to consumers.
In March, Apple released a series of ads titled “More Personalized Siri,” promoting the AI-enhanced Siri assistant on iPhones to assist users better.
However, this campaign launched before users could actually experience these AI features in Siri. NAD then advised Apple to remove these advertisements due to the exaggerated claims.
Apple subsequently removed the promotional videos for the AI-enhanced Siri features, but did not provide a reason for the removal.
A promotional video of Apple’s AI-powered Siri assistant. (Video: Apple).
Besides removing ads, Apple also changed the Apple Intelligence slogan from “available now” on its website to “AI for all of us,” suggesting a reluctance to release the AI features to users.
NAD’s report is the latest blow to Apple’s reputation, following a pattern of delayed releases of new AI features and underwhelming AI performance.
Late March saw a group of users file a lawsuit in the US District Court for the Northern District of California, demanding compensation from Apple for iPhone users who haven’t received promised AI features.
Apple has been perceived as lagging behind mobile market competitors like Samsung, Oppo, Huawei, and Xiaomi in integrating AI features into their products.
If Apple doesn’t make positive changes, the “Apple” brand risks falling behind competitors, not only in groundbreaking smartphone designs like foldable displays, but also in providing useful AI features to their users.
