'Available Now' No Longer on Apple Intelligence Page, Says Apple

Apple has removed the phrase “available now” from its Apple Intelligence marketing materials following a review by the National Advertising Division (NAD). The NAD, part of the BBB National Programs, determined that Apple’s advertising could mislead consumers by implying that all of the new AI-powered features were immediately accessible with the iPhone 16 launch. These features included tools like Priority Notifications, Genmoji, Image Playground, and ChatGPT integration. However, not all of these features were available at launch; many were scheduled to roll out in future updates.

The NAD further noted that Apple’s disclaimers and footnotes lacked clarity, making it harder for consumers to understand which features were actually available. A key issue was that Apple included the upgraded, AI-enhanced Siri under the “available now” label—even though it had not yet launched. This misalignment between advertising and product availability prompted the NAD to recommend changes to Apple’s promotional materials for better transparency and accuracy.

In response to the NAD’s findings, Apple revised its advertising by removing the “available now” claim and took down a related promotional video that featured actor Bella Ramsey. While Apple stated it disagreed with certain aspects of the NAD’s conclusions, it agreed to follow the recommendations to maintain consumer trust and uphold truthful advertising standards.