It seems that Apple’s traditionally aggressive marketing has gotten ahead of its capabilities in recent years, which has backfired. Apple was forced to stop listing Apple Intelligence AI features as “available now” after a request from the National Advertising Division (NAD). The availability of these features was removed from the Apple Intelligence page in late March.
Image Source: The Verge
NAD is a division of the nonprofit BBB National Programs, which oversees the truth and credibility of most national advertising campaigns in the U.S. NAD recommended that Apple “discontinue or modify” the “available now” language for its AI features because some of them are still unavailable and the footnote attached to the claim is “not clear, prominent, or close to the main claim.”
Late last year, Apple introduced some Apple Intelligence features, including text writing tools and a feature to remove unwanted objects from photos. More AI features have been added in subsequent software updates.
NAD also claims that Apple has also advertised the availability of an improved Siri AI voice assistant, although it has not yet been released. As a result, Apple has had to change the content of its advertising materials. The company also stopped airing a video called “A More Personal Siri,” in which an actress used the voice assistant to find out the name of a man she met months ago.
An Apple spokesperson said, “While we disagree with NAD’s conclusions regarding the features that are available to customers today, we value the opportunity to engage with them and will follow their recommendations.” Perhaps the company’s current leadership should brush up on the “Apple Marketing Philosophy” document, released under Steve Jobs, more often.
Apple’s original marketing philosophy – a lot has changed since then. Image source: Apple