The Bully Dog unit has to recognize and be programmed with the computer codes applicable to that model. Ford, like others, makes changes to the PCM/ECU based on a number of factors - body style, wheels, transmission, engine, gearing, etc. There are actually hundreds of computer options for the F150 (and other Ford vehicles). If your computer is not recognized by the Bully Dog then it obviously will not even try to reprogram your computer.
Being 2003 is not listed in the dealer guide as a supported application I would imagine that they did not program the tuner to work with the computers offered that year. 2004 would have been a body style change to the newer version.
2003's had the option of a plug in module at the PCM in the passenger foot well for tuning. Some of them had a cable which could select between multiple programs with the flip of a switch. Not as advanced as what is on the market but you are talking a vehicle almost out of factory support.
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