April 17, 2025 – Apple has quietly revamped its global marketing strategy for the iPhone 16 series, replacing the original tagline “Hello, Apple Intelligence” with “Built for Apple Intelligence,” accompanied by notably smaller font sizes.
This shift encompasses the entire iPhone 16 lineup as well as the iPad and Mac product lines. Some outdoor advertisements have entirely removed references to Apple Intelligence features.
The industry attributes this adjustment to the repeated delays in Apple’s artificial intelligence feature, Apple Intelligence. Currently, this feature has not been officially launched and has already sparked several class-action lawsuits.
Apple initially announced Apple Intelligence at WWDC 2024 (in June 2024), promising to roll out core functionalities like personalized Siri by June 2025. However, in March of this year, Apple announced another delay, pushing the release to “within the next year,” potentially extending it into the iOS 19 cycle in 2026.
Due to the unfulfilled promises of these AI features, Apple is facing multiple class-action lawsuits. For instance, a class-action lawsuit filed in the Northern District of California accuses Apple of false advertising and unfair competition. The plaintiffs claim that had they known the features were not yet available, they would not have purchased the iPhone 16 series at its current price.
