For several months now, Apple has been making headlines. Besides the leaks about the upcoming iPhone 17, the company is grappling with delays in its AI (Apple Intelligence) strategy and potential tariffs from President Trump that could increase the price of iPhones to a staggering $3,900. Meanwhile, Microsoft is progressing rapidly with AI features such as Copilot Vision.
Over the last several years, iPhone sales have noticeably decreased, particularly in China. Lately, the company responsible for producing iPhones has faced scrutiny due to allegedly leveraging their widely known artificial intelligence (AI) marketing campaign to boost sales of the iPhone 16.
Apple postponed the release of Apple Intelligence until 2026, offering little convincing explanation for the shift in their timeline. This decision has sparked worries among industry insiders, as some speculate that Apple Intelligence may be as much as two years behind ChatGPT when it finally hits the market.
Last month, Apple subtly altered the wording on its Apple Intelligence webpage, taking away “now available” from their promotional language.
According to Tom’s Guide, the National Advertising Division (NAD) pointed out that Apple’s Intelligence page featured various AI capabilities that had not yet been released and some that came out later than initially anticipated.
Based on these results, it was suggested that Apple should discard any advertisements implying that the mentioned AI tools were currently accessible. Apple has subsequently implemented this adjustment discretely.
It’s important to mention that Apple had previously addressed some of these concerns in the footnotes of their Apple Intelligence page. Nevertheless, NAD asserts that these points were not clearly apparent enough.
According to Apple:
Though we don’t align with the NAD’s conclusions about the current user-accessible features, we value this collaboration and plan to implement their suggestions.
From my perspective, discarding the messages might imply that the company had a premonition of the NAD’s report. Alternatively, it could be that they were preparing for criticism due to their delay in implementing their AI strategy.
Instead, the business has primarily focused on providing basic functions such as Text Editing Tools and Image Creation Suite, while keeping its advanced AI capabilities as a hidden strength.
In simpler terms, veteran tech analyst John Gruber once referred to Apple’s rumored AI technology as “empty promises” hidden behind misleading demonstration videos that might never materialize, and his assessment seems even more fitting given the recent shift in Apple’s promotional strategy that appears to be compulsory.
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2025-04-24 12:09