Marketing is the act making a promise—or a series of promises. Good marketing delivers on that promise. Bad marketing pisses people off.

Daring Fireball breaks down how Apple Intelligence broke Apple’s promises.

The fiasco is that Apple pitched a story that wasn’t true, one that some people within the company surely understood wasn’t true, and they set a course based on that.

You can stretch the truth and maintain credibility, but you can’t maintain credibility with bullshit.

Apple either drank its own Kool-Aid or forgot who its real customers were.