Apple quietly lifted the expression “now available” on the Apple Intelligence page towards the end of March. This change took place with the warning of the National Advertising Division of the National Advertising Division (NAD), which operates under the roof of Better Business Bureau. NAD did not find it right to give the user the impression of full access in the presentation. Apple rearranged the promotional texts and visual materials after these criticisms.
The main point that NAD noted was that Apple did not offer some artificial intelligence -supported features, but it creates the perception that all services were ready. In this context, the titles such as genmoji, visual playground and chatgpt integration have not reached the user. Apple’s page added to this statement was not clear enough. The institution stressed that this footnote is not enough to inform the user both in form and location.
Apple will switch to a different promotional language
This development revealed that some of Apple’s artificial intelligence features with iPhone 16 have not yet been accessed. Some functions that come with the iPhone 16, for example, were initially presented. However, other features were added to the system with gradual software updates. In addition to all these, Apple’s implying that all these functions were active since the first day was found open to criticism by NAD.
NAD said that Apple’s use of “now available” is not only for the features it has published, but also for those who haven’t been released yet, creates the wrong perception of the consumer. Especially the fact that the new Siri -based Siri with artificial intelligence is still not available for use strengthened this perception. In addition, one of the videos that Apple used in promotion was seen in this context. The “More Personal Siri” video, which includes actor Bella Ramsey, was removed from the publication on the grounds that it reflected an unmistakable feature as if it were active.
In response to these criticisms, Apple announced that he revised promotional texts and explanations. The company said that it distinguishes the currently accessible artificial intelligence characteristics. Although Apple does not fully participate in NAD’s comments, it will follow the rules and will carry out the process with transparency. Apple’s statements, although there was no intention to mislead the user, NAD’s assessment was in different direction. In the NAD report, a global company, such as Apple, should be more careful about this issue.
The artificial intelligence services offered under the title of Apple Intelligence seems to continue to be one of the main parts of the company’s technology strategy. However, the question of which user groups and which devices are active in which the services provided are still clear. Although Apple follows a gradual presentation policy, this approach can face the intervention of different controlling institutions when it does not match the marketing language. Apple is expected to adopt a more cautious promotional language after this incident.