Everyone expected Apple to waltz into the AI race and instantly go toe-to-toe with the likes of OpenAI and Google. I mean, it’s Apple — the company that turned boring rectangles into the iPhone, killed the headphone jack and made it cool, and built an entire ecosystem that just works. So when they announced Apple Intelligence in mid-2024, it looked like the next big flex. Smarter Siri, custom Genmoji, AI-powered writing and photo tools — the full package, baked into iOS 18.
But nearly a year later, Apple’s AI moment is looking less like a breakthrough and more like a slow, painful rollout wrapped in controversy. And now, it's facing heat from the National Advertising Division (NAD), a US ad watchdog.
The group called out Apple for running a “More Personal Siri” TV spot that hyped up AI features which — plot twist — weren’t actually available at the time. Apple has since pulled the ad, but the damage is done.
What was pitched as the future of iPhones has become a cautionary tale — about overpromising, underdelivering, and trying to catch up in a race that Apple clearly didn’t expect to be this fast-paced.
Here’s a breakdown of how things unravelled for Apple Intelligence
The messy timeline of Apple Intelligence
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June 2024 – Apple announces Apple Intelligence at WWDC 2024 with promises of a smarter Siri, Genmoji, AI-generated images, and writing tools — all set to arrive with iOS 18.
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September 2024 – At the iPhone 16 launch, Apple doubles down on the AI hype. But the features aren’t actually ready. Buyers get the hardware, but not the software they were promised.
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October 2024 – Apple Intelligence finally rolls out via iOS 18.1. But only some features — like writing help and photo tools — are available. The bigger stuff, including the upgraded Siri, is still missing.
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October 2024 – Due to regulatory issues, Apple skips launching Apple Intelligence in Europe and China — two major iPhone markets. This impacts sales during the crucial holiday quarter.
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October 2024 – Internal reports suggest Apple’s AI tech is around two years behind companies like OpenAI, fuelling concerns that Apple is lagging behind in the AI race.
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December 2024 – BBC raises a red flag over Apple Intelligence’s AI-generated news summaries. Apple disables the feature in the iOS 18.3 beta.
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February 2025 – Apple partners with Alibaba to launch Apple Intelligence in China. Sales begin to recover, but the delay has already hurt momentum.
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March 2025 – India finally gets access to Apple Intelligence via iOS 18.4. But the rollout is late — nearly six months after the iPhone 16 launch — and several features are still missing.
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March 2025 – Apple confirms that AI-powered Siri won’t launch until 2026. Yes, seriously.
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March 2025 – A federal lawsuit accuses Apple of misleading advertising. The case claims Apple hyped up Apple Intelligence to drive iPhone 16 sales, knowing those features weren’t ready.
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April 2025 – Apple says Siri with AI might launch with iOS 19 later in 2025, but there’s still no firm date.
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April 2025 – The National Advertising Division (NAD) tells Apple to pull down a TV ad called “More Personal Siri,” ruling that the company misled viewers by promoting unreleased features.
Where Apple stands now
Instead of reasserting its dominance, Apple has found itself backpedalling. Delayed rollouts, regulatory blocks, and legal battles have turned what should’ve been a major win into a year-long PR mess.
And the one thing everyone was waiting for — the all-new, AI-powered Siri? Still MIA.
Unless Apple can course-correct with iOS 19, Apple Intelligence might go down as one of the most underwhelming product rollouts in the company’s recent history.
