Apple Drops 'Available Now' Claim From Apple Intelligence Page After NAD Review

Following a recommendation from the National Advertising Division (NAD), part of BBB National Programs, Apple has modified certain advertising claims related to its Apple Intelligence features in the U.S., including removing an "Available Now" tag from its website around March 31, 2025. The NAD inquiry stemmed from its standard marketplace monitoring efforts.

NAD's review focused on specific claims previously made on Apple's website and within promotional content for the iPhone 16 and iPhone 16 Pro. The division examined express and implied messages about the availability of Apple Intelligence features like Priority Notifications, Image Generation tools (including Image Playground, Genmoji, and Image Wand), and ChatGPT integration within Siri and Writing Tools.




The division found that Apple's former unqualified "Available Now" heading (see below), which had been positioned prominently above detailed feature descriptions on its Apple Intelligence webpage, could have reasonably led consumers to believe all listed features were functional at the time the iPhone 16 lineup launched.

While Apple ultimately released these features through staggered software updates between October 2024 and March 2025, NAD determined the initial advertising claims weren't adequately supported when first made. NAD also noted that Apple's disclosures, such as footnotes and small-print text, were not considered sufficiently clear, conspicuous, or positioned closely enough to the claims they intended to qualify. Even though the features are now functional, NAD recommended Apple avoid messaging that suggests features are available before they actually are.

The inquiry also touched upon claims regarding new Siri capabilities powered by Apple Intelligence, such as onscreen awareness, personal context understanding, and actions across different apps. These features were also initially listed under the now-removed "Available Now" banner.

During the process, Apple informed NAD that these particular Siri enhancements would not meet the original timeline. Apple stated it had already updated its promotional materials and adjusted claims and disclosures to accurately reflect their current status.


Furthermore, Apple confirmed it had permanently discontinued its "More Personal Siri" video demonstration. Because of these actions by Apple, NAD did not complete a formal review of these specific Siri claims but stated it will treat them as if they were recommended for discontinuation for compliance tracking purposes.

In its official advertiser statement regarding the inquiry, Apple Inc. said: "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."