This is Siri-ous: Apple is told it should tone down its bold AI claims

• Apple is going overboard with some of its AI claims, an advertising watchdog says.
• The Better Business Bureau's advertising division says Apple should tone it down a bit.
• Apple Intelligence has been plagued by delays.

Apple's marketing is legendary. Remember the "1984" and "Think Different" campaigns, and the dancing iPod silhouettes?

This only works, though, if the product and technology are on time and actually good.

This is the situation Apple finds itself in with its fumbled generative AI launch. The company went on a marketing blitz last year to promote upcoming "Apple Intelligence" features.

Apple's big AI splash may have come a little too soon, the Better Business Bureau's advertising watchdog contends. The organization's National Advertising Division said on Tuesday that it recommended that Apple tone down or tweak some of its marketing claims, especially around the timing of certain hyped-up features.

The main issue? A bold "Available Now" label splashed across Apple's Apple Intelligence webpage and iPhone 16 marketing materials. NAD said it gave the impression that all the listed features, like Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration with Siri, were ready to go at the launch of the new iPhone 16 in September.

In reality, Apple rolled out those tools gradually between October 2024 and March 2025. And the big one — that Siri upgrade — has been delayed.

NAD didn't love the fine print, either. The group contended that Apple's footnotes and small-print disclosures weren't clear or close enough to the main claims to set the record straight.

While the features are now live, NAD's message was clear: Don't say something's "available now" unless it really is.

The review also took a look at Apple's promises around next-gen Siri upgrades, including smarter on-screen awareness, personal context understanding, and cross-app actions, all of which were also listed under that same "Available Now" header.

Apple told NAD those Siri features were delayed and updated its promotional materials to reflect the change. It pulled the "More Personal Siri" video, so NAD didn't review the specific claims in that clip. The BBB is an independent, nonprofit organization; participation in its NAD is voluntary.

"While we disagree with the NAD's findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations," Apple said in a statement to the organization. Apple didn't immediately respond to a request for comment from BI.

Bottom line: Apple's getting a gentle nudge to be more careful with how it markets cutting-edge features that aren't quite ready for prime time. It's a reminder that in the race to wow consumers, the underlying technology must live up to the hype.