Being sued for false advertising, Apple quietly replaced the iPhone 16 slogan

Apple has adjusted the marketing message for the iPhone 16, iPad and Mac product line – the devices are expected to be the foundation for the Apple Intelligence system. Previously, the official slogan was “Hello, Apple Intelligence” (Hello, Apple Intelligence), it has now been replaced by “Built for Apple Intelligence” (designed for Apple Intelligence), and is often printed with smaller sizes.

This change shows that Apple is trying to reduce users’ expectations, subtly acknowledging that the Apple Intelligence feature is not really ready. Some billboards for iPhone 16 are no longer mentioned with Apple Intelligence.

This move takes place in the context that Apple is facing a series of collective lawsuits in the US. The plaintiff accused the company “false advertising and unfair competition”, when marketing AI features have never been launched. They said they should not buy or pay high prices for iPhone 16 if they knew that those features were just promised on paper.

Apple first announced Apple Intelligence at the WWDC 2024 event, which highlighted the personalized Siri – the feature that was promised to be released within a year. However, last month, the company suddenly announced it took more time and will only launch “next year”.

According to the original plan, Apple Intelligence will appear in iOS 18.4, but it is now moved to iOS 19 and is likely to be delayed by 2026. Although The New York Times still believes that some features may appear in the fall this year, the famous observers in Apple all think that users will have to wait a long time.