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Apple removed its September 2024 “More Personal Siri” advertisement after delaying the advanced Siri functions it demonstrated. The video showed Bella Ramsey asking Siri to use personal context, understand what was on screen and work across apps—capabilities that were not available when the iPhone 16 launched. Apple later told the advertising industry’s National Advertising Division (NAD) that it would permanently discontinue the video. That does not mean the iPhone 16 shipped without Apple Intelligence: other features arrived through software updates, beginning in October 2024.
What Apple removed
The withdrawn commercial was titled “Apple Intelligence | More personal Siri | iPhone 16 Pro.” Apple posted it on its official YouTube channel in September 2024, before iPhone 16 preorders. The original upload was available at this YouTube URL, but the video is no longer available there. Related television advertising also featured actor Bella Ramsey.
Removal was reported on March 10, 2025. Later filings and reporting place the takedown around March 7, when Apple publicly acknowledged that the personalized Siri experience was delayed. Those are different dates: March 10 is the report date, while March 7 is the approximate removal date cited in later materials.
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What the commercial promised
The advertisement presented a specific Siri workflow rather than a generic artificial-intelligence claim. Ramsey asked Siri about a person she had previously met at a restaurant or café, and Siri used information from the user’s personal context to identify that person.
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Apple’s promotional language connected that scene to several capabilities:
- awareness of the user’s personal context;
- understanding of information across apps;
- the ability to take actions in and across apps;
- richer language understanding; and
- awareness of what was displayed on the screen.
The feature descriptions and the demonstration are documented in MacRumors’ contemporaneous report and the NAD case record.
Why the ad disappeared
Apple said the personalized Siri experience was “taking longer than expected” and needed more time to meet its quality standard. The delayed elements included personal-context understanding, onscreen awareness and improved integration for actions across apps. Apple said the functions would roll out in the coming year, but the cited material did not establish a firm replacement date.
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Reporting cited in later litigation described internal testing concerns about reliability. One complaint, referring to subsequent reporting, alleged that enhanced Siri was inaccurate on nearly one-third of requests. That is a reported allegation, not an independently verified Apple statistic. Claims that Apple might scrap or rebuild the features likewise remain attributed reporting, not an established company decision.
The evidence therefore supports a precise conclusion: Apple withdrew a commercial whose central demonstrations depended on delayed features. It does not establish that Apple admitted the advertisement was fraudulent, or that the Siri project was canceled.
What iPhone 16 owners actually received
The iPhone 16 did not launch with every Apple Intelligence function shown or listed in Apple’s marketing. However, saying that the phone had “no Apple Intelligence” is incorrect. NAD said Apple introduced capabilities in stages from October 2024 through March 2025.
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| Capability | Availability described by NAD |
|---|---|
| Priority Notifications | Introduced through a later software update |
| Image Playground | Introduced through a later software update |
| Genmoji | Introduced through a later software update |
| Image Wand | Introduced through a later software update |
| ChatGPT integration in Siri and Writing Tools | Introduced through a later software update |
The sophisticated personal-context, onscreen and cross-app Siri behavior shown in the commercial was not available at the iPhone 16 launch. Eligibility for later features can vary by model, operating-system version, language and region.
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What NAD decided
In a decision dated April 22, 2025, NAD addressed Apple’s broader availability advertising. It found that an unqualified “Available Now” presentation could reasonably suggest that all the listed Apple Intelligence capabilities were available when the iPhone 16 and iPhone 16 Pro launched. NAD also found that footnotes and small-print disclosures were not sufficiently clear or close to the claims they qualified.
NAD said Apple’s revised disclosures for delayed Siri functions were sufficiently prominent and clear. Apple disagreed with some of the findings but said it would follow the recommendations. Apple also represented that it would permanently discontinue the “More Personal Siri” video. Because the video was discontinued, NAD did not evaluate each demonstration on its merits and treated those discontinued claims as though discontinuation had been recommended.
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NAD is an advertising-industry self-regulatory body, not a court. Its decision is not a finding of statutory fraud or a final judgment.
Independent reader supportYour contribution helps us test, update, and keep practical guides available for everyone.Lawsuits make separate allegations
Consumer and shareholder complaints later alleged that Apple’s advertising led people to believe the demonstrated Siri functions would be available on iPhone 16 devices. The complaints argue that the promised capability could affect a purchase decision and that buyers did not receive the advertised benefit.
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What the current Apple messaging means
Apple’s current Apple Intelligence page uses future-facing language for next-generation Siri, including “coming later this year” and “Siri AI coming in English later this year.” The page describes a newer Siri presentation; it does not confirm that the exact 2024 commercial workflow has been restored on every iPhone 16 model.
For an iPhone 16 owner, the practical answer is straightforward: the hardware was marketed as Apple Intelligence-compatible, and several features arrived in updates, but the personal-context restaurant lookup and related onscreen and cross-app Siri behavior were not available at launch. Check Apple’s current model, software, language and regional eligibility information before treating any newer Siri announcement as fulfillment of the old advertisement.
Quick Recap
Timeline
- June 2024: Apple previews more personal Siri capabilities as part of Apple Intelligence.
- September 2024: Apple posts the Bella Ramsey “More Personal Siri” advertisement and markets the iPhone 16 around Apple Intelligence.
- September 20, 2024: Later litigation filings identify this as the iPhone 16 sales date; those filings are the source for the date.
- October 2024–March 2025: Apple releases several Apple Intelligence features in stages.
- March 7, 2025 (approximately): Later materials place the video’s removal around Apple’s public acknowledgment of the Siri delay.
- March 10, 2025: The removal is reported publicly.
- April 22, 2025: NAD publishes its decision, including Apple’s representation that the video will be permanently discontinued.
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