Apple Adjusts Apple Intelligence Marketing Claims Following NAD Review

Apple has updated its U.S. advertising for Apple Intelligence, removing an “Available Now” label from its website after a review by the National Advertising Division (NAD), part of BBB National Programs. The change comes following an inquiry into whether Apple’s promotional messaging may have misled consumers about the availability of certain features in the iPhone 16 and iPhone 16 Pro.

The NAD began its review as part of routine marketplace monitoring, focusing on how Apple presented Apple Intelligence tools like Priority Notifications, Image Generation (including Genmoji and Image Playground), and ChatGPT integration through Siri and Writing Tools. At the heart of the inquiry was Apple’s bold “Available Now” headline, which appeared above detailed feature descriptions on its Apple Intelligence landing page.

According to the NAD, this language could reasonably have led customers to believe that all of the listed features were fully functional at the time of the iPhone 16 launch. In reality, Apple rolled these features out gradually through software updates between October 2024 and March 2025.

The division also found that Apple’s original disclaimers—like small-print footnotes—weren’t clear or close enough to the claims they were intended to qualify. Even though the features are now available, NAD recommended that Apple avoid using similar language in the future unless all features are ready at launch.

The inquiry also looked at advanced Siri features powered by Apple Intelligence, such as personal context awareness and cross-app actions. These too were initially listed under the “Available Now” banner but did not arrive within the expected timeline. Apple confirmed these Siri updates were delayed and shared that it had removed its “More Personal Siri” video and updated its promotional materials accordingly.

Although NAD did not complete a formal review of these Siri-related claims, it stated it would treat them as if they were recommended for discontinuation for future compliance monitoring.

In a statement, Apple responded:
“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.”

The adjustments highlight how even major tech companies like Apple are being held to tighter standards around advertising transparency—especially when it comes to emerging technologies like AI-powered features. As Apple Intelligence continues to evolve, it’s clear the company will be expected to match bold marketing with equally solid delivery.