Apple Delays AI Features for iPhone, Removes 'Available Now' Tag Amid Marketing Backlash

In a surprising move, Apple has taken down its "Available Now" tag from its marketing materials, following a delayed rollout of AI features intended for iPhone users. The company’s ambitious AI upgrades, including enhanced Siri capabilities and integrations with advanced tools, are now pushed back to 2026, leaving Apple with no choice but to adjust its marketing strategy.

Apple’s AI Delay Forces Changes in Marketing

Apple’s delayed AI rollout is making waves, forcing the tech giant to change its advertising plans for the iPhone. What was once promoted as an immediate release for key AI tools like Siri, Priority Notifications, and Genmoji has now turned into a more distant promise.

The National Advertising Division (NAD) recently intervened, noting that Apple’s marketing materials released alongside the iPhone 16 last year gave consumers the misleading impression that all AI features were fully available right at launch. As a result, the NAD recommended that Apple either “discontinue or modify” these claims, which led to the removal of the "Available Now" tag from their Apple Intelligence page.

The Impact of NAD’s Recommendation on Apple’s Advertising

The advertising watchdog argued that the language Apple used suggested to consumers that features such as Image Playground, ChatGPT integration, and Genmoji were fully accessible, when in fact, these tools were far from ready. The NAD further pointed out that Apple’s footnotes about the availability of these features were neither prominent nor clear enough to avoid misleading consumers.

To comply with the NAD’s recommendation, Apple quietly took down the "Available Now" statement from its website in March. The company also canceled its "More Personal Siri" TV ad, which featured actress Bella Ramsey demonstrating Siri’s AI-enhanced capabilities. While some Siri features are now available, Apple confirmed that others, like the "More Personal Siri" upgrades, won’t arrive until next year.

Apple’s Shift in Marketing Strategy Amid AI Delays

In response to the backlash and regulatory scrutiny, Apple has made several adjustments to its advertising. The company changed its Apple Intelligence tagline to "AI for the rest of us," a more cautious and inclusive phrase. They also introduced new ads that focus on the AI features that are currently available, such as the "Clean Up" tool that removes unwanted objects from images.

Despite these changes, Apple is still facing challenges. Back in January, the company disabled an AI summary feature for news applications after users reported inaccurate information. Moreover, Apple is currently dealing with class-action lawsuits related to the misleading claims in their Apple Intelligence ads.

Apple’s AI Features: Available or Not?

Even though some AI tools announced at WWDC 2024 are now available on the latest iPhone models, such as the iPhone 15 Pro, not all of the features promised are ready for the public. The delay in AI updates has raised questions about Apple’s ability to meet consumer expectations and how long the company can continue advertising features that are still in the works.

While the company disagrees with some aspects of the NAD’s findings, Apple has agreed to adhere to the changes in its advertising approach. The move reflects the growing pressure on tech companies to balance bold marketing claims with the realities of product development timelines.

What’s Next for Apple’s AI Plans?

As Apple navigates the ongoing delays in its AI features, it’s clear that the company’s marketing approach will continue to evolve. While some features are already enhancing iPhone user experiences, the promise of an AI-powered personal assistant, including advanced Siri capabilities, remains a future goal.

For now, Apple’s decision to update its advertising strategy represents a shift in how the company will handle consumer expectations. It remains to be seen whether these changes will help restore public trust or if the delays will continue to impact the tech giant’s reputation in the rapidly advancing AI landscape.