Apple drops ‘available now’ from Apple Intelligence page

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 nonprofit BBB National Programs, 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.