NAD concluded that Apple’s marketing gave punters the strong impression that a full suite of AI-powered tricks—Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration—were ready to use the moment the iPhone 16 hit shelves. They weren’t.

According to the watchdog, the small print Apple used to explain the rollout was neither clear enough nor placed where anyone might read it. 

Job's Mob has changed its promotional material, updating language and ditching its “More Personal Siri” video, which starred Bella Ramsey using a suspiciously powerful version of Siri that doesn’t exist. Even the AI-enhanced Siri was listed as “available now” when it wasn’t.

That said, Apple is refusing to admit that it has done anything wrong. In a statement it said:

“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 its recommendations."

Some AI features did arrive with the iPhone 16 launch, like new writing tools and a photo cleanup function. But most of the good stuff only trickled out later, leaving early adopters to discover that “available now” really meant “check back later.”

Apple's AI programme is a long way behind its rivals, missing presumed vapourware include: 

• Enhanced Siri Capabilities: Features like personal context awareness and improved app integration are still pending release.
• Visual Intelligence: A feature that allows users to capture images and receive information or perform actions based on them is not yet widely available.​