iPhone 16 billboards now spotlight digital camera options after Siri fiasco

Forward of the WWDC 2025 keynote, Apple determined to provide its New York billboards a brand new look. As a substitute of the punchy however controversial “Think about it. Genmoji it” slogan, the corporate determined to take a extra traditional strategy to selling the iPhone 16 Professional’s recording capabilities.

PMC’s Parker Ortolani noticed that Apple has been altering promotional billboards to say “iPhone 16 Professional. Cinemasterpiece.” Whereas the corporate aimed to spotlight Apple Intelligence options earlier than their official launch on the iPhone 16, Apple is now dealing with extra vital challenges resulting from long-delayed options. They even needed to tackle the beforehand introduced on-screen consciousness Siri characteristic, which has since been postponed indefinitely.

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After that assertion a number of weeks in the past, BGR has been reporting a strategic shake-up for a number of Apple groups. Siri now has new bosses, and Apple is dashing to ship the on-screen consciousness capabilities as quickly as this fall—though the corporate might need to delay them till 2026.

Since this Siri characteristic was the final one lacking from the unique Apple Intelligence announcement, the corporate has nothing else to advertise. As well as, the already out there options aren’t something groundbreaking. Writing Instruments barely labored, and Summarize Notification bought an replace to cease summarizing information articles’ headlines because it was getting the data incorrect.

In addition to that, Apple Intelligence continues to be in beta whereas OpenAI, Google, Microsoft, and so many others rush to introduce extra superior LLMs, conversational AI, and even agentic performance. Lastly, Apple determined to give attention to what the iPhone does finest: Document movies and take pictures.

If the corporate had adopted that advert technique initially, it might need averted all of the Siri drama. The corporate revamped the cameras on the iPhone 16 Professional, and when it launched, Apple promoted The Weeknd’s newest music video.

Now, it appears even worse for the reason that firm retains admitting that its AI technique failed. It’s now attempting to scrub up this awful picture by eradicating YouTube adverts and billboards. Let’s see what WWDC 2025 will convey.