Apple pulls iPhone 16 ad touting nonexistent Apple Intelligence-powered Siri features

An iPhone 16 ad touting a “more personal Siri” has been pulled by Apple, coinciding with their admission of delays to the Apple Intelligence Siri features they had intended to launch with iOS 18.

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English actor Isabella Ramsey starred in the now-private YouTube video, one of a trio published in September ahead of iPhone 16 pre-orders, in which they are shown asking Siri the name of a person they had a meeting with at a particular restaurant the previous month. The video was also unofficially shared on Instagram, which we’ve embedded below.

Apple had described the ad in the following way:

Equipped with awareness of your personal context, the ability to take action in and across apps, and richer language understanding, Siri will be able to assist you like never before.

Bloomberg‘s Mark Gurman reports that the Siri features “won’t be released until next year at the earliest.” Some people in Apple’s AI division think the features could even be “scrapped altogether” and rebuilt from scratch.

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