Apple has removed the words “available now” from its Apple Intelligence webpage after a national ad group said the claim was misleading. The change follows a review by the National Advertising Division (NAD), a group that checks whether ads in the U.S. are honest and clear.
The NAD said Apple’s “available now” label made people think that all of the company’s new AI features were ready to use when the iPhone 16 launched. That included features like Priority Notifications, Genmoji, Image Playground, and ChatGPT integration.
But Apple only released some features at launch. Others came in later updates, and some—like the upgraded Siri—still aren’t out. The NAD said Apple’s small footnote explaining this wasn’t clear enough.
As a result, Apple changed its website and removed a video ad that showed off the new Siri using an example that isn’t yet possible. Apple said it doesn’t fully agree with the NAD’s conclusions but will follow the group’s advice.
“While these features are now available,” the NAD said, “Apple should not say something is available if it’s not fully out yet.”
Apple confirmed it has updated its materials to better explain which features are currently live.
