"Available now." While these little words are still present on the French site for Apple Intelligence, they have disappeared from the US version of the same site. In doing so, the manufacturer is obeying the National Advertising Division (NAD). The American advertising regulatory body has asked Apple to remove certain statements deemed misleading regarding the availability of Apple Intelligence functions.
It's still stuck with Siri
It's true that the deployment of these functions is complicated, to say the least. A handful of them appeared last October, only in the United States and in English. Apple then provided them gradually with iOS updates. Europe was served at the very beginning of April, without really convincing anyone.
There remains one major pitfall: Siri's customization functions, which should have been offered during the spring. Finally, Apple postponed them, causing an internal crisis and the discreet but humiliating withdrawal of an advertisement promoting this new feature (it is still circulating on the internet, see below). The company had to revise its communication the decline, and that is what was required the NAD.
The regulator's investigation targeted explicit and implicit messages on the website dedicated to Apple Intelligence and in promotional materials for the iPhone 16 and 16 Pro. In particular, the "Available Now" label at the top of the page implied that all listed features (but not "Personalized Siri") were all active.
As noted, they were rolled out gradually. NAD found that the fine print and footnotes used by Apple were neither clear nor properly placed to avoid confusion. The organization therefore recommends that: Apple to no longer suggest the immediate availability of features that are not.
Regarding the assistant's personalized functions, the NAD has acknowledged Apple's updated communication. The famous advertisement "More Personal Siri" should be considered "definitively abandoned." The company does not share the organization's conclusions, but will comply with the recommendations, probably to avoid rubbing salt in the wound. Apple is not out of the woods yet: class-action lawsuits have been filed against the manufacturer for false advertising.
Source: The Verge
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