In a recent decision, Apple has ceased to display its Apple Intelligence features under the label “available now,” following scrutiny from the National Advertising Division (NAD). According to an archived webpage, the removal of this claim appears to have occurred in late March on the company’s Apple Intelligence page.
The NAD, which operates under the umbrella of the nonprofit BBB National Programs, is responsible for evaluating national advertisements for accuracy. In its recommendation, the NAD advised Apple to “discontinue or modify” its claim regarding availability, asserting that it “reasonably conveyed the message” that certain AI-driven features—including Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration—were accessible upon the launch of the iPhone 16. The review also highlighted that a footnote accompanying the claim lacked clarity and proximity to the primary assertions.
When the iPhone 16 was launched last year, Apple introduced a limited selection of Apple Intelligence capabilities, including writing tools and an AI function for removing unwanted elements from images. Additional AI functionalities were added through subsequent software updates. The NAD emphasized the importance of not misleading consumers about the availability of features.
Furthermore, the NAD highlighted that Apple had listed its AI-enhanced Siri under “available now,” despite the feature still being in development. In response, Apple indicated that it has revised its marketing materials and clarifications to better communicate the status of its features. The company has also removed its promotional video titled “More Personal Siri,” which featured actor Bella Ramsey using the assistant to recall names from past encounters.
In a statement, Apple expressed its differing opinion regarding the NAD’s findings but acknowledged the importance of collaboration. The company confirmed it would adhere to the recommendations made by the organization.
