Apple Takes Down 'Available Now' Tag After Delaying AI Features For iPhone Users

Apple faces long delays with its AI features and the Siri upgrades so now the company is being order to remove any statement related to its AI tools from the website. The brand has marketed the Apple Intelligence features on its platform with the “available now," tag but now has taken it down following a recommendation from the National Advertising Division (NAD).

The advertising watchdog found that Apple’s marketing materials, released alongside the iPhone 16 last year deceives the consumer who believe that all AI features were immediately accessible.

Apple “reasonably conveyed the message" that features such as Priority Notifications, Genmoji, Image Playground, and ChatGPT integration were fully available at launch. And the NAD has now advised Apple to “discontinue or modify" these claims.

More AI Delay But Ads Continue

In response, Apple quietly removed the assertion from its Apple Intelligence page last month, as confirmed by an archived version of the URL.

More importantly, Apple has cancelled its “More Personal Siri" TV ad, in which actress Bella Ramsey showcased unreleased AI-enhanced Siri features. In March, the company declared that these particular Siri enhancements would not be made until “the coming year."

“While these features are now available, NAD recommended Apple avoid conveying the message that features are available when they are not," the watchdog said in a press release. The organisation also came across that Apple’s footnotes on feature availability were “neither sufficiently clear and conspicuous, nor close to the triggering claims."

Letting The Consumer Know

This suggestion is just one more blow to Apple’s AI efforts. In January, the company deactivated an AI summary feature for news applications after users found it periodically displayed incorrect information. The company is also facing class-action lawsuits for its Apple Intelligence ads.

Further marketing changes have been made by Apple, which has changed its Apple Intelligence tagline to “AI for the rest of us" and introduced new ads that highlight services that are already available, such as “Clean Up," which can remove undesired objects from images.

Reports claim, Apple will abide by the watchdog’s recommendations even though it disagreed with the watchdog’s conclusions about features that are now accessible. Most of the Apple AI features revealed at the WWDC 2024 last year are available by default on the new iPhone models while the iPhone 15 Pro models got it via the latest iOS update.