Apple Withdraws IPhone 16 Advertising Because Siri Is An Unreleased 'Pintar'

IPhone 16 has been marketed since fall 2024 (photo: x @BrandonBuch)

JAKARTA - Apple was forced to withdraw one of the iPhone 16 ads that have been marketed since last fall globally. The cause? The promised Apple Intelligence feature is not ready to be released yet.

In the ad, actress Bella Ramsey plays as if Siri has extraordinary intelligence. In one of the scenes, she sees someone who looks familiar and asks Siri, "Who has I met last month at this restaurant?"

Apple ran this iPhone 16 ad in September 2024 showing off the new AI Siri that understands personal context.

It's now March 2025 and they just delayed the feature until sometime within the next year.

AI Siri is now an iPhone 17 feature that Apple promised for iPhone 16. pic.twitter.com/DnPnQonDgZ

— Sam Kohl (@iupdate) March 7, 2025

Apple ran this iPhone 16 ad in September 2024 show off the new AI Siri that understands personal context.

It's now March 2025 and they just lost the feature until sometime within the next year.

AI Siri is now an iPhone 17 feature that Apple promised for iPhone 16. pic.twitter.com/DnPnQonDgZ

Siri in the ad immediately answered with the name of the person in question, as if he was able to access data from the calendar, email, or message on the Ramsey iPhone. However, in reality, this feature is not yet available and it is not even clear when it will actually be released.

This time, Apple confirmed that the development of the feature turned out to be more complicated than expected. More personal and data-based Siri users' devices are still in the development stage and do not yet have a definite release schedule.

The ad is part of three iPhone 16 marketing campaigns that also feature email Summarization features and the creation of memorable videos from user photos. However, only advertisements that display unreleased Siri features are withdrawn from circulation.

Apple has changed the status of the video ad to private on YouTube, while the other two ads remain airing as usual.

With the withdrawal of this ad, Apple seems to want to avoid further criticism regarding the Apple Intelligence feature which is far from ready.