Apple Removes 'Available Now' Claim for Apple Intelligence Features Following Advertising Inquiry

Apple drops 'available now' from Apple Intelligence page

Emma Roth is a news writer who covers the streaming wars, consumer tech, crypto, social media, and much more. Previously, she was a writer and editor at MUO. Apple has stopped listing its Apple Intelligence features as "available now" following an inquiry from the National Advertising Division (NAD). Based on an archived webpage, it looks like Apple removed the claim from the top of its Apple Intelligence page in late March. The NAD, which is part of the Better Business Bureau, reviews national advertising campaigns for truthfulness. It recommended that Apple "discontinue or modify" its "available now" claim, saying it "reasonably conveyed the message" that AI-powered features like Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration were available with the launch of the iPhone 16. The NAD also notes that the footnote attached to the claim was "neither sufficiently clear and conspicuous nor close to the triggering claims." Apple only rolled out some Apple Intelligence features when the iPhone 16 launched last year, such as writing tools and an AI feature to remove unwanted objects from photos. It added more AI features in later software updates. "While these features are now available, NAD recommended Apple avoid conveying the message that features are available when they are not," the NAD said in the press release. Additionally, the NAD found that Apple similarly included its AI-supercharged Siri beneath the "available now" heading even though it still hasn't arrived. In response, Apple said it has updated its promotional materials and disclosures to "adequately communicate their status." The company also discontinued its "More Personal Siri" video, which showed actor Bella Ramsey using the voice assistant to pull up the name of a person they met months ago. "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 the press release.

Apple Misled Consumers on the iPhone 16's AI Features, Report Finds

Apple teased Apple Intelligence at WWDC 2024, but it was unavailable when the iPhone 16 launched in September. Instead, the company is releasing features piecemeal, first in October and again in December. A more capable Siri is delayed, and there is no firm release date. Several class-action lawsuits are going after Apple for what they say is deceptive AI marketing, and the BBB is now adding its two cents. Its National Advertising Division (NAD) reviewed iPhone 16 marketing materials and concluded they were misleading. The top of the Apple Intelligence web page, for example, displayed an "Available Now" banner, which "reasonably conveyed" to shoppers that they could use the features immediately after purchasing the phone, the BBB says. Those features include Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration. Apple padded its claims with extensive footnotes and small print, which the NAD found "were neither sufficiently clear and conspicuous nor close to the triggering claims." It recommends that Apple "avoid conveying the message the features are available when they are not" in the future. "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 says, according to the NAD. Apple's claims about the new Siri, which it positioned as the crown jewel of Apple Intelligence, are a big focus in the BBB's report and the class-action lawsuits. The NAD found that they also appeared under the "Available Now" heading, promising consumers a voice assistant with "onscreen awareness, personal context, and cross-app actions." Apple has now removed the "Available Now" wording, The Verge reports. A video showing the new capabilities, which promised a "More Personal Siri," also generated hype and misled consumers. Apple pulled the video down before the NAD could review its claims. "During the inquiry, Apple informed 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 NAD says.

Apple AI ads did not make 'adequate' disclosures, watchdog says

An advertising watchdog said Tuesday that Apple went too far with marketing that touted the availability of Apple Intelligence features that weren't released when the ads were broadcast. The National Advertising Division, a non-profit focused on "truth in advertising," said that following an inquiry from the organization about Siri improvements, Apple told it that it would permanently discontinue a TV ad called "More Personal Siri" that focused on a big AI improvement to Siri. That ad premiered in September and promoted the iPhone 16 with unreleased features. In March, Apple said it would delay the release of those features to "the coming year." "NAD recommended that Apple avoid conveying the message that features are available when they are not," the group said. Apple didn't respond to a request for comment. The company told NAD it disagreed with the findings but would follow the group's recommendations, the non-profit said. NAD's decision is the latest blow to Apple's reputation with artificial intelligence technology and its struggles to market the iPhone 16's AI features. Apple is also facing class-action lawsuits over those Apple Intelligence ads, and the company in January turned off its AI summary feature for news apps after users and the BBC discovered that the feature at times twisted headlines to display false information. Besides pulling the ad, which featured "The Last of Us" actor Bella Ramsey, off of YouTube in March, Apple has made other changes to its marketing. Apple's website no longer says Apple Intelligence is "available now" -- the tagline now reads "AI for the rest of us." Apple has also begun running a new ad focused on another Apple Intelligence feature called "Clean Up" that can edit objects or people out of photo's backgrounds. The company in June unveiled Apple Intelligence, its marketing term for its suite of AI features. Apple's newest iPhones, the company said at the time, would be able to access image generators, custom emojis, intelligently-summarized notifications, and eventually, a vastly improved Siri. When the iPhone 16 was released in September, Apple Intelligence was featured on television ads, billboards and the company's website as a key reason to buy the iPhone 16. But the AI features rolled out in waves over the course of months as software updates, even while Apple touted the features.

Apple Intelligence No Longer 'Available Now' After False Advertising Inquiry

One of Apple's big selling points for the iPhone 16 was that it would be the first to get Apple Intelligence, the company's suite of AI features for doing things like summarizing texts and generating custom emoji. But some of the bigger promises, like a revamped Siri, have yet to come to fruition. As a result, Apple has removed the description "available now" from the landing page for Apple Intelligence on the company's website following a recommendation from a truth-in-advertising organization. The National Advertising Division, which is part of the Better Business Bureau, led an inquiry into Apple's advertising promises around Apple Intelligence. It found that while some of the features marketed by the company have been made available to some users, the blanket statement that all of the Apple Intelligence offerings are "available now" was not accurate Basically, the issue in NAD's mind is that Apple's marketing misled people as to what features were actually available. While the iPhone 16 lineup launched with functionality like Priority Notifications, Image Playground, and ChatGPT integration, the Apple Intelligence page included other features that were not immediately available. Apple did offer little disclosures about thatâ€"footnotes and small print that suggested those features would be coming in future updatesâ€"but NAD said those distinctions were "neither sufficiently clear and conspicuous nor close to the triggering claims." Ultimately, the NAD recommended that Apple either ditch or change the claim that all features are "Available Now," and Apple followed that recommendation. An archived version of the company's landing page for Apple Intelligence shows the "Available Now" text, which has since been pulled down and no longer appears on the site. In a statement, a spokesperson for Apple said, “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.†It's notable that Apple decided to kill the "Available Now" framing rather than pull down the promised features that are not yet available, presumably reasoning that those features are enough to get people to buy and wait. But thus far, Apple Intelligence has been more of a hassle than a functional sales hook. The features that are available haven't been able to excite or convert customers. In fact, features like AI summaries of texts and news stories have been so bad that many have turned them off. Meanwhile, the big promise of an AI-infused Siri has hit snag after snag and appears to be delayed until potentially 2026. That whole situation has gotten so bad that it has led to changes at the executive level as the company scrambles to try to get back on track. Apple might want to thank NAD for recommending cutting down on the Apple Intelligence advertising. Seems like the company might be better off burying those features rather than putting them front and center.

Apple told to remove 'Available now' from Apple Intelligence page - 9to5Mac

If you've visited the Apple Intelligence page on Apple's website recently, you might have noticed some changes. That's because the National Advertising Division (NAD) of the Better Business Bureau just wrapped up an official inquiry that prompted revisions -- including removing "Available now" from the banner and more. Today NAD published a press release detailing its findings regarding Apple's AI advertising. In short, the organization found that the Apple Intelligence site offered misleading promises that needed to be removed or modified. NAD found that Apple's unqualified "Available Now" claim, positioned at the top of its Apple Intelligence webpage and above detailed feature descriptions, reasonably conveyed the message that all listed features...were available at the launch of the iPhone 16 and iPhone 16 Pro. Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims were not properly supported at the time they were first made. NAD further found that Apple's disclosures -- such as footnotes and small-print disclosures -- were neither sufficiently clear and conspicuous nor close to the triggering claims. During the inquiry, Apple also informed NAD that its advertised Siri features -- now coming in iOS 19 -- had been delayed. NAD provides this as a reason for its recommendation that Apple remove "Available now" from the top of the page, even though every non-Siri feature has already been released. Additionally, Apple has added new text under its delayed Siri upgrades that reads: "This feature is in development and will be available with a future software update." The press release includes the following response from Apple: "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." Here's hoping Apple's advertising team is taking special care with its upcoming iOS 19 marketing efforts to ensure the same mistakes aren't repeated. Did you find Apple Intelligence's marketing misleading? Why or why not? Let us know in the comments.

Apple Intelligence page no longer says 'available now' -- here's why

Apple Intelligence has been around for several months, but with some features missing or released late, Apple's advertising language has drawn the attention of one U.S. regulator. The National Advertising Division of the Better Business Bureau has "recommended that Apple Inc. modify or discontinue advertising claims regarding the availability of certain features associated with the launch of its AI-powered Apple Intelligence tool in the U.S." as explained in a press release. Specifically, the NAD points to AI features listed on the page that have yet to arrive, and others were launched at different times than claimed, such as in a later iOS version. While Apple does mention some of these technicalities in the page's footnotes, the NAD claimed this was not obvious enough. And we can already see the results of this. The phrase "Available now" was used to be displayed prominently at the top of Apple's main Apple Intelligence page. But that's been quietly removed, seemingly at some point on March 31st, going by the snapshots found on the Internet Archive's Wayback Machine. That's a while before this announcement was made, suggesting Apple knew this NAD recommendation was coming, or that its changing launch timetable was going to cause issues going forward. Apple, in its own response section of the announcement, disputes the claims of the NAD, but still promises to follow the recommended changes. Here is Apple's statement: "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." A run-in with advertising standards was perhaps inevitable for Apple Intelligence. While Apple warned during the initial announcement at WWDC last year that not everything would be available at launch, some features have been slower to appear than initially promised. Abilities like ChatGPT integration appeared after iOS 18, iPadOS 18 and macOS Sequoia launched, but before the end of 2024 as planned. Yet others like Personal Context (the ability to control apps based on what's on screen) and further powers for Siri have yet to emerge. It's hoped that iOS 19, expected to be revealed at WWDC 2025, will finally bring these missing abilities to Apple devices, but given the struggles Apple's apparently having behind the scenes, it's still possible we won't have all of Apple's initially promised AI features a full year later. However, with Apple reassigning leaders within the company to try to address the problems with Siri, hopefully Apple Intelligence will be fully available soon.

Apple removed 'Available Now' from the Apple Intelligence webpage, but it may not have been Apple's choice

The issue is around the language of when Apple Intelligence features launched and the wait for forthcoming ones Apple has long said that there is a long road ahead for Apple Intelligence, but it's been more of a long-winded road since Apple's AI was first announced at WWDC 2024. Earlier in 2025, the promised AI-powered Siri features were pushed back to the 'coming year,' which is pretty vague. Now, Apple has made a change to its Apple Intelligence landing page, dropping the 'Available Now' tagline from under "AI for the rest of us." Surprisingly, the Cupertino-based tech giant doesn't seem to have made the decision to remove the message itself, but instead was asked by the Better Business Bureau's National Programs' National Advertising Division (NAD). In a shared release, the NAD recommends "that Apple Inc. modify or discontinue advertising claims regarding the availability of certain features associated with the launch of its AI-powered Apple Intelligence tool in the U.S." It seems that launch features including the new Siri, still not being available, weren't clear enough on the page. The NAD states that the Apple Intelligence landing pages made it seem like Apple Intelligence features, including Priority Notifications, Image Playground, Image Wand, and ChatGPT integration as well as Genmoji, "were available at the launch of the iPhone 16 and iPhone 16 Pro." However, Apple Intelligence didn't begin its launch until iOS 18.2, which was released after the new iPhones. NAD's argument states that the disclosures, presented as "footnotes" or "small print disclosures," were not clear enough. The BBB's NAD also had similar thoughts about Apple displaying the forthcoming Siri features, such as on-screen awareness and personal content, on the same page as the "Available Now" heading. The NAD even connected with Apple, who informed them that "Siri features would not be available on the original timeline" and that the corresponding language was updated. This evidently happened around the same time as Apple pulled one of its advertisements featuring the all-new Siri. Apple, in the release, says "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." And it's clear the recommendations were taken to heart, as "Available Now," according to snapshots viewed on the Wayback Machine by TechRadar, was removed on March 29, 2025. That's well before this release from the National Advertising Dvision making the ask that Apple stops or modifies it's language, but also after the tech giant confirmed the delay with the AI infused Siri as of February 7, 2025. Either way, it's clear Apple is getting its ducks in a row, and it's good to be clearer with consumers. TechRadar has reached out to Apple asking for further comment, and we'll update this when and if we hear back.

BBB confronted Apple on Apple Intelligence claims

Apple's promoting of Apple Intelligence features branded as problematic by BBB's NAD Apple's artificial intelligence rollout has been anything but smooth, so much so that the BBB's National Advertising Division spurred the company to rethink its claims to customers. Apple's had a rough time trying to get its artificial intelligence, which it calls Apple Intelligence, into the hands of its customers. Between backlash over incorrect notification summaries and multiple delays, it seems like Apple can't catch a break. On Tuesday, the Better Business Bureau's (BBB) National Advertising Division (NAD) released a statement chiding Apple for dishonest advertising. The division had launched an inquiry into the matter after receiving claims that the company had been promoting features that did not yet exist. In the statement, NAD called Apple's former "Available Now" claim at the top of the Apple Intelligence page "unqualified." NAD notes that while Apple rolled out many of the features between October 2024 and March 2025, it had misled the public into thinking these features had been available since launch. It found that "Apple's disclosures -- such as footnotes and small-print disclosures -- were neither sufficiently clear and conspicuous nor close to the triggering claims." Additionally, it mentions the Siri debacle, pointing out that Apple had previously included the new, improved Siri under the "Available Now" header. Apple has since added footnotes saying the feature will be added at a later date and discontinued the "More Personal Siri" video demonstration. In its advertiser statement, Apple stated, "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." NAD has recommended that Apple avoid conveying the message that features are available when they are not, though Apple has already made the necessary changes to comply.

Apple Forced to Remove "Available Now" Claim from Apple Intelligence Page

NAD found that the Apple's disclosures and footnotes were "neither sufficiently clear and conspicuous nor close to the triggering claims". Apple Intelligence hasn't had the best of starts since it released last October. Not only did it suffer from a delayed launch, but the lack of revolutionary features and the inability to keep up with a specific timeline have further tainted its fate. In the midst of all that, Apple has also been on the receiving end of a lawsuit that accused them of falsely advertising AI features on the iPhone 16. As a result of this growing pressure, the company has removed the "Available now" claim from its Apple Intelligence homepage. The latest development comes in the aftermath of US' National Advertising Division (NAD) suggesting Apple to modify claims of the availability of its Apple Intelligence features. The agency inquired into the promotional materials Apple used for the sales of the iPhone 16 series. It found that they "reasonably conveyed" that all of their AI features were readily available at launch. While the company did roll out some of the features like Image Playground, Genmoji, and ChatGPT integration, the NAD points out that the company's disclosures and footnotes were "neither sufficiently clear and conspicuous nor close to the triggering claims". So, to avoid incorrectly conveying the message that the features are available, the NAD has recommended Apple remove or modify the "Available Now" claim from its Apple Intelligence page. When you now visit the Apple Intelligence homepage, you'll no longer see the "Available Now" banner. This text was previously present underneath the "AI for the rest of us" text. As a response to NAD's inquiry, Apple said: 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. The NAD also found that Siri's upcoming AI functions are also advertised under the "Available Now" banner. As a response, Apple has informed that these features may not be available as per their expected timeline. It has since discontinued the "More Personal Siri" promotional video from all sources. The delay of the next-gen Siri and other promised Apple Intelligence features has forced Apple into a full-blown AI crisis. This has prompted CEO Tim Cook to make some changes at the corporate level. It's now up to Apple to fix their own woes and keep up their promises to avoid further embarrassment. What do you think about Apple Intelligence and NAD's recommendations? Do you have hopes to see a better version of AI from Apple? Let us know in the comments.