Apple has stopped listing its Apple Intelligence features as “available now” following a recommendation from the National Advertising Division (NAD). The NAD, which is part of the nonprofit BBB National Programs, assesses national advertising campaigns for their truthfulness. It advised Apple to “discontinue or modify” the “available now” claim, asserting that it “reasonably conveyed the message” that AI-powered features, such as Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration, were available at the launch of the iPhone 16.
The NAD also criticized the clarity and placement of the footnote associated with the “available now” claim, describing it as “neither sufficiently clear and conspicuous nor close to the triggering claims.” Apple had listed these features as being available when the iPhone 16 launched last year, but the NAD’s review found this could mislead consumers. While these features are now available, NAD recommended Apple avoid conveying the message that features are available when they are not,” the NAD explained in a press release. Additionally, the NAD pointed out that Apple had listed its AI-enhanced Siri under the “available now” heading inaccurately.
In response, Apple stated it has updated its promotional materials and disclosures to “adequately communicate their status.” It also discontinued its “More Personal Siri” promotional video. While we disagree with the NAD’s findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations,” Apple said in a press release. The NAD’s inquiry focused on claims made on the Apple Intelligence webpage and in promotional materials for the iPhone 16 and iPhone 16 Pro, which suggested that certain Apple Intelligence features were available at launch.
Although Apple launched these features in staggered software updates between October 2024 and March 2025, the NAD found that these claims were not properly supported at the time they were first made. The NAD also reviewed claims that Apple Intelligence enabled new Siri functionality, such as onscreen awareness, personal context, and cross-app actions, which also appeared under the “Available Now” heading.
NAD advises Apple on claims
During the inquiry, Apple informed the NAD that these Siri features would not be available on the original timeline and that it had updated its promotional materials accordingly and modified claims and disclosures to adequately communicate their status. The decision has cast another shadow over Apple’s AI technology and its promotion of the iPhone 16’s AI features. In response to the inquiry, Apple pulled the ad from YouTube in March and made changes to its marketing strategy.
Their website now says “AI for the rest of us” instead of “available now.” Additionally, Apple has launched a new ad focusing on a feature called “Clean Up,” which allows users to edit objects or people out of photos. Apple first announced its suite of AI features, branded as Apple Intelligence, in June. These features include image generation, custom emojis, intelligently summarized notifications, and an enhanced Siri.
Although the iPhone 16 was promoted with these features, the rollout occurred in stages over months through software updates. The NAD’s decision highlighted that Apple did not make adequate disclosures about the availability of these features. Nevertheless, Apple has since corrected its marketing materials, and most of the announced AI features have now been launched for new iPhones in the U.S. Investors are optimistic that Apple Intelligence will drive greater iPhone upgrades, potentially boosting the company’s stock.
According to a Morgan Stanley survey, 80% of users with supported iPhones have tried the AI features, and more than 50% of current iPhone owners consider Apple Intelligence important for their next device upgrade. Over half of the respondents indicated a willingness to pay $10 or more per month for the feature, suggesting its perceived value among consumers.
Image Credits: Photo by Laurenz Heymann on Unsplash
Cameron is a highly regarded contributor in the rapidly evolving fields of artificial intelligence (AI) and machine learning. His articles delve into the theoretical underpinnings of AI, the practical applications of machine learning across industries, ethical considerations of autonomous systems, and the societal impacts of these disruptive technologies.
