Apple’s AI Ads: When Hype Meets Reality (and a Watchdog Steps In)

Hey, it’s Chad. Let’s talk about Apple, AI, and the fine art of overpromising—because apparently, even the world’s biggest tech company sometimes forgets that “available now” actually means, well, available now.

Apple’s AI Marketing: More Sizzle Than Steak?

So here’s the scoop: Apple’s been hyping up “Apple Intelligence”—their shiny suite of AI features—like it’s the second coming of sliced bread. Ads everywhere, billboards, splashy TV spots, the works. The iPhone 16 launch was basically a parade for features like image generators, custom emojis, notification summaries, and a supposedly smarter Siri. The only problem? When those ads hit the airwaves, a lot of those features were still stuck in the lab, not in your pocket (1).

Enter the National Advertising Division (NAD), a non-profit watchdog that polices “truth in advertising.” They took one look at Apple’s campaign and said, “Not so fast.” Their beef? Apple didn’t make it clear that a bunch of those AI features weren’t actually available when the ads said they were.

The Watchdog Bites: What NAD Actually Said

Let’s cut through the corporate PR fog. NAD’s ruling was blunt: Apple’s ads gave the impression that all these cool AI features were ready to roll, when in reality, they were still on the runway. The group recommended Apple “avoid conveying the message that features are available when they are not.” Translation: Don’t promise the moon if you’re still building the rocket.

Apple, for its part, disagreed with the findings (because of course they did), but said they’d follow the recommendations anyway. The company yanked the offending “More Personal Siri” ad, which starred Bella Ramsey from “The Last of Us,” off YouTube and scrubbed their website of any “available now” claims. Now, the tagline is the much safer “AI for the rest of us”.

Why This Matters: Apple’s AI Reputation Takes a Hit

This isn’t just a slap on the wrist. Apple’s reputation in the AI space was already a bit shaky. The company’s been playing catch-up with rivals like Google and OpenAI, and now they’re getting called out for marketing vaporware. To make things spicier, Apple is also facing class-action lawsuits over these same AI ads. Plus, they had to quietly turn off their AI news summary feature after it started mangling headlines—because nothing says “cutting-edge” like a robot that can’t read the news.

The Bigger Picture: Regulators Are Watching AI Claims

Here’s the real headline: This isn’t just about Apple. The NAD’s decision signals a new era where AI marketing claims are getting serious scrutiny. Phyllis Marcus, NAD’s VP, said they’re starting to look more closely at how companies advertise AI tools. So if you’re a tech giant thinking about slapping “AI-powered” on your next product, you’d better have the receipts.

What’s Actually Available Now?

To be fair, most of the Apple Intelligence features announced last June have finally launched and are turned on by default for new iPhones in the U.S. That includes the image generator, custom emojis, and notification summaries. Siri’s big upgrade? Still rolling out, but Apple’s updated their marketing to clarify what’s live and what’s “coming soon”.

Consumers Still Want In—Even If They Have to Wait

Despite the marketing missteps, Apple’s AI push is working where it counts: getting people to upgrade. According to a Morgan Stanley survey, 80% of U.S. users with supported iPhones have tried the new features, and over half of current iPhone owners say Apple Intelligence is a must-have for their next device. Even more wild? More than half of respondents said they’d pay $10 or more per month for the feature. So, yeah—people want their phones to be smarter, even if they have to wait for the hype to become reality.

The Takeaway: Hype Responsibly

Look, we all know tech companies love to hype the future. But if you’re going to promise AI magic, you’d better deliver—or at least slap a “coming soon” sticker on it. Apple got caught playing fast and loose with the truth, and the NAD made sure they cleaned up their act. Will this make Apple (and everyone else) more careful with AI marketing? Time will tell. But one thing’s for sure: in the AI gold rush, honesty is the best policy—unless you want a watchdog at your door.

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