Apple Removes 'Available Now' Claim from Intelligence Page Following NAD Review

Apple has quietly removed the "available now" designation from its Apple Intelligence marketing page following a National Advertising Division review. The change came after the NAD recommended Apple "discontinue or modify" the claim, which "reasonably conveyed the message" that all promoted AI features were immediately available with iPhone 16 devices.

The NAD, part of the Better Business Bureau, determined Apple's footnote explaining feature availability was "neither sufficiently clear and conspicuous nor close to the triggering claims."

Further reading:
Apple Delays 'More Personalized Siri' Apple Intelligence Features;
'Something Is Rotten in the State of Cupertino';
Apple Shakes Up AI Executive Ranks in Bid to Turn Around Siri.

Good

[nocoiner]

This had now become a clear case of fraudulent advertising.

Re:

[saloomy]

Apple truly truly missed the boat on AI. They have the horsepower, the internal data about their users, the ability to do on-device AI assistance in a big way for their user base, and they missed it. Siri could have paved the way for them to truly lead and Tim Cook blew it. He was too focused on politics and vision form factors. The iPhone is already the ideal form factor, he needed to focus on what else it could do for the user. "Her" the movie could have been Apple. Siri + AI LLM on device + voice recogni

Re:

[Sebby]

[They have] the ability to do on-device AI assistance in a big way for their user base

I doubt this - fuck even their "on-device intelligence" from years ago isn't capable of informing me ahead of time to charge my stupid "magic mouse" (you know, the one you can't use while charging it?) based on my usage patterns to avoid me having to charge it when I actually need it.

Re:

[Midnight Thunder]

They already had the "neural engine" as part of their chips, but as for the whole "AI" thing it as much noise as it is value. This is to the point that there are products I will actively avoid if it has "AI" on it. For me this is like a dishwasher that needs an app for some of its functionality, rather than solving a real problem.

There are certainly cases where AI or AI-like can be useful, and there is no question that Siri hasn't had the iterative improvement that it needs to feel like it is improving and

Re:

[Midnight Thunder]

This had now become a clear case of fraudulent advertising.

Even if it wasn't intentionally fraudulent, it was effectively fraudulent.

One defence is Apple doesn't typically announces features until they are ready and released, so this led to the screw up. Then again the whole "Apple Intelligence" thing feels like the dev team trying to play catch up to the the marketing wishlist.

AI slop

[Iamthecheese]

Taking it down would be a good move in either way. People aren't lining up to pay thousands for AI slop integration are they?

Re:

[nightflameauto]

Taking it down would be a good move in either way. People aren't lining up to pay thousands for AI slop integration are they?

But it's gonna be really hard for the tech companies to claim the public is screaming for AI in everything if they don't advertise everything they sell as AI integrated.

Apple Intelligence

[zenlessyank]

Oxymoron.

Re:

[Sebby]

Oxymoron.

"Apple Ignorance".

Re:

[Mspangler]

Augmented Idiocy, and not just Apple's version. Hallucinated legal precedents, hallucinated programming libraries ( see slopsquatting earlier today), totally made up "facts". Garbage in, GarageBand squared out.

It's only going to get worse.

NAD review?

[93 Escort Wagon]

Sounds like it could be used in an Emily Litella bit... well except for the fact that Gilda Radner isn't with us anymore.

This is a good thing; but I have to admit I didn't know "NAD review" actually WAS a thing. A company's claims likely have to be considered pretty egregious to get called out, I imagine - given what I've seen in advertising in general.

Re:

[backslashdot]

On my last NAD review, things got a bit hairy. Turned out OK in the end, I had an assistant who was able to jerk them off.

Is it smarter than a 5th grader yet?

[CommunityMember]

Perhaps Apple Intelligence is available now, it is just not smarter than a 5th grader?

Great!

[backslashdot]

We should cheer on departments that do these sort of things. Go NADs!

Re:

[PPH]

I haven't had a nads review since boot camp.

Called it

[mccalli]

Here [slashdot.org] was my take on it - A month or so back I was wondering if people had a lawsuit claim. And yes, yes they do [pcmag.com].

This one was really a self-inflicted panic shot from Apple. I really don't see average people clamouring for AI, only tech-hype investors. This was "we've got one too!", misleading and shamelessly done. Really not a fan.

Full Self Driving

[backslashdot]

Where's the nads on that?