Apple has amended its marketing materials for the Apple Intelligence suite, removing the “Available Now” label from its promotional content, as spotted by The Verge.
This change comes after the National Advertising Division (NAD) of the BBB National Programs recommended modifications to ensure advertising accuracy.
The NAD conducted a review of Apple’s advertising claims related to the Apple Intelligence features introduced with the iPhone 16 and iPhone 16 Pro. The division found that the unqualified “Available Now” statement, prominently displayed on Apple’s website, could mislead consumers into believing that all listed features were immediately accessible upon the devices’ release.
Key features highlighted under this claim included Priority Notifications, Genmoji, Image Playground, and ChatGPT integration within Siri. However, these features were rolled out incrementally through software updates between October 2024 and March 2025.
The NAD noted that Apple’s disclosures, such as footnotes clarifying the availability timeline, were not sufficiently clear or conspicuous to mitigate potential consumer confusion.
In response to the NAD’s recommendations, Apple has removed the “Available Now” label from its Apple Intelligence webpage as of late March 2025. The company also discontinued a promotional video featuring actor Bella Ramsey, which showcased Siri capabilities that had not yet been released.
While Apple disagreed with some of the NAD’s findings, it acknowledged the importance of clear communication and stated its commitment to adhering to the recommendations.
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