Apple quietly drops available now tag from Apple Intelligence after ad watchdog inquiry
Apple has quietly removed the "available now" label from its Apple Intelligence promotional page in the US after a formal review by the National Advertising Division (NAD) raised concerns about misleading claims. The NAD, a self-regulatory body that monitors the truthfulness of advertising in the US, found that the phrase gave consumers the impression that all features of Apple Intelligence were already accessible, which wasn't the case.advertisementThe AI suite, introduced alongside iOS 18.1 in October, promised a range of features like Genmoji, Image Playground, Priority Notifications, and Siri's ChatGPT integration. While Apple did roll out some of these features during the initial update, several major capabilities were staggered across later iOS versions — with some still not available. For instance, the more personalised version of Siri, which was showcased by Apple, is now expected to arrive sometime this year.The "available now" label was originally placed prominently on the Apple Intelligence webpage, accompanied by a footnote clarifying that some features would be released gradually. However, the NAD concluded that this disclaimer wasn't clear or visible enough, and therefore didn't effectively correct the misleading impression created by the headline.
In its recommendation, the NAD asked Apple to either change or drop the wording to avoid confusion. Apple, while disagreeing with the NAD's assessment that the label was inaccurate, said it appreciated the feedback and has since updated its promotional material accordingly. The company also removed a video titled "More Personal Siri" that highlighted features not yet available.advertisement"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.Archived versions of Apple's site, captured by the Wayback Machine, show the removal of the "available now" text on March 31. The NAD has confirmed that the advertising claims on the updated page are now in line with its guidelines. While NAD recommendations aren't legally binding, most major brands choose to comply to maintain public trust and avoid possible escalation to the Federal Trade Commission (FTC).
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