Apple has changed the way it’s marketing its products and is now using a new tagline – Built for Apple Intelligence.
Apple Suddenly Updates its Marketing Material for its AI, Devices are Now ‘Built for Apple Intelligence’
Since the launch of iPhone 16, Apple has been using the tagline ‘Hello, Apple Intelligence,’ clearly implying that all AI features are ready for use out of the box.
With class action lawsuits being filed against the company since Siri was officially delayed, it makes sense that Apple would change the way it markets its AI too.
If you head over to Apple’s website right now, everything that supports Apple Intelligence now has the tagline ‘Built for Apple Intelligence.’ You won’t find ‘Hello, Apple Intelligence’ anywhere at all.
From the iPhone 16 to iPad to the Mac, Apple has suddenly changed its literature, implying that these devices support AI and do not ship with the complete set of advertised features from last year.
In case you don’t know, Apple has also removed its new Siri ads from its website and YouTube channels.
Apple should have been extra transparent regarding its AI features in the first place. Selling an iPhone without AI, even though it’s made from the ground up for AI, doesn’t spark any confidence in the product.
I have this feeling things are going to get slightly more embarrassing as time goes on. Especially as long as the new Siri doesn’t show up any time soon, even though reports suggest it may launch this year rather than the next one.
