Apple Removes 'Available Now' Claim for Apple Intelligence Features Following Advertising Inquiry
9 Sources
[1]
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
[2]
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
[3]
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
[4]
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.
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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
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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
[7]
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,
[8]
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
[9]
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
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Apple has removed the "Available Now" claim from its Apple Intelligence webpage following an inquiry by the National Advertising Division (NAD) of the Better Business Bureau. The NAD found Apple's marketing potentially misleading regarding the availability of AI features on the iPhone 16.
Apple Faces Scrutiny Over AI Feature Advertising
Apple has come under fire for its marketing of Apple Intelligence features, following an inquiry by the National Advertising Division (NAD) of the Better Business Bureau. The tech giant has been forced to make significant changes to its advertising claims, particularly removing the "Available Now" banner from its Apple Intelligence webpage
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.Misleading Claims and Staggered Rollout
The NAD found that Apple's unqualified "Available Now" claim, prominently displayed on the Apple Intelligence webpage, conveyed a misleading message to consumers. It suggested that all listed AI features were immediately available upon the launch of the iPhone 16 and iPhone 16 Pro
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.In reality, Apple had implemented a staggered rollout of these features:
- Some features were available at launch in September 2024
- Additional features were released in October 2024
- Further updates came in December 2024
- Final features were made available in March 2025
The NAD concluded that Apple's claims were not properly supported at the time they were first made, potentially misleading consumers about the immediate availability of advertised features
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.Siri Upgrades and Discontinued Advertising
A significant point of contention was Apple's promotion of AI-enhanced Siri capabilities. The company had included these upgrades under the "Available Now" heading, despite the features not being ready for release. Apple has since informed the NAD that these Siri features would not be available on the original timeline
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.In response to the inquiry, Apple has:
- Removed the "Available Now" wording from its Apple Intelligence page
- Permanently discontinued its "More Personal Siri" TV ad featuring actor Bella Ramsey
- Added new text under delayed Siri upgrades stating: "This feature is in development and will be available with a future software update"
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NAD Recommendations and Apple's Response
The NAD recommended that Apple "avoid conveying the message that features are available when they are not" in future marketing efforts. They also found that Apple's footnotes and small-print disclosures were neither sufficiently clear nor conspicuous enough to adequately communicate the status of these features
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.Apple's response to the NAD's findings was measured: "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"
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.Wider Implications and Ongoing Challenges
This incident highlights the challenges tech companies face when marketing AI features, especially when development timelines are fluid. Apple is also facing class-action lawsuits over its Apple Intelligence ads, and in January 2025, it had to disable an AI summary feature for news apps due to accuracy issues
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.As Apple continues to develop and roll out AI features, including the much-anticipated AI-infused Siri (now potentially delayed until 2026), the company will need to carefully balance its marketing strategies with transparent communication about feature availability and capabilities
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