Apple has adjusted the marketing language on its official webpage for Apple Intelligence, removing the prominent “Available Now” tagline. This modification follows an inquiry by the National Advertising Division (NAD), a division of BBB National Programs known for reviewing national advertising campaigns for truthfulness and accuracy. The change reflects concerns that not all features associated with the new AI suite were immediately accessible to users upon its announcement or the launch of compatible devices like the iPhone 16, despite the initial advertising claim.The inquiry focused specifically on whether the “Available Now” statement accurately represented the state of Apple Intelligence features. The NAD determined that this claim could reasonably lead consumers to believe that the full suite of advertised AI capabilities, heavily promoted alongside new hardware, was fully operational and accessible at the time of launch. However, several key components were not yet fully implemented or widely available. The NAD noted that specific functionalities highlighted in marketing materials were still pending release or in limited beta stages.Among the features cited as not being universally available despite the initial claim were several significant updates and integrations. These included capabilities such as:Priority NotificationsGenmoji creationImage Playground toolsIntegrated ChatGPT accessA significantly revamped Siri experienceThe NAD found that the footnote accompanying the “Available Now” claim was insufficient in clearly and conspicuously disclosing these limitations to consumers. Consequently, the division recommended that Apple either discontinue the claim entirely or modify it to accurately reflect the phased rollout of its AI features.In response to the NAD's findings and recommendations, Apple complied by removing the “Available Now” text from the Apple Intelligence landing page. Archived versions of the webpage confirm the presence of the tagline prior to late March 2025, after which it was taken down. While Apple expressed disagreement with the NAD's specific findings regarding features currently available to users, the company stated its appreciation for the NAD's process and confirmed it would adhere to the recommendations. This action underscores the importance of precise language in advertising, particularly concerning the availability of new technology features, ensuring consumers have accurate expectations about product capabilities at launch.
