Apple has removed the “available now” claim from its Apple Intelligence webpage following a recommendation from the National Advertising Division (NAD), which reviews the truthfulness of national advertising. The NAD found that Apple’s previous promotion misleadingly suggested that all AI-powered features—such as Priority Notifications, Genmoji, Image Playground, and ChatGPT integration—were available at the launch of the iPhone 16.
In reality, only some features, like AI-driven writing tools and photo editing, were introduced initially, with others added in subsequent updates. The NAD also remarked that Apple’s explanatory footnotes were neither clear nor prominently placed. Another issue highlighted was the inclusion of the AI-enhanced Siri under the “available now” banner, despite it not yet being released.
Apple responded by modifying its marketing materials and removing a promotional video featuring actor Bella Ramsey. While Apple disagreed with the NAD’s findings regarding the timing of feature availability, it stated that it would comply with the recommendations and appreciated the opportunity to engage with the NAD.