Eagle-eyed observers have noticed a subtle but significant change on Apple’s website: the prominent “Available Now” tag associated with its highly anticipated Apple Intelligence features has been quietly removed. This alteration comes amidst scrutiny from an advertising watchdog regarding the accuracy of Apple’s claims about the immediate availability of its AI suite. What does this removal signal about the current state of Apple Intelligence and its rollout to users?
The National Advertising Division (NAD), a body that monitors the truthfulness of advertising in the US, recently recommended that Apple modify or discontinue its claims regarding the immediate availability of Apple Intelligence features. The NAD’s inquiry focused on the language used on Apple’s website and in promotional materials for the iPhone 16 series, suggesting that the “Available Now” label gave consumers the impression that all the showcased AI capabilities were fully accessible at launch in October 2024.
While Apple did release some Apple Intelligence features with initial software updates, several key functionalities, including enhanced Siri capabilities with on-screen awareness, personal context, and cross-app actions, along with features like Genmoji and broader ChatGPT integration, were rolled out in subsequent iOS updates throughout late 2024 and early 2025. Some features, particularly the more personalized Siri, have even been pushed further into “the coming year.”
Following the NAD’s recommendation, Apple appears to have taken swift action, removing the “Available Now” tagline from its Apple Intelligence promotional page. Archived versions of the webpage indicate that this change occurred around the end of March 2025. Apple also permanently discontinued a promotional video titled “More Personal Siri” that showcased AI-powered Siri features not yet fully available.
In a statement acknowledging the NAD’s findings, Apple stated, “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.” This suggests that while Apple believes a significant portion of Apple Intelligence is indeed available, they are willing to adjust their marketing language to avoid any potential consumer confusion.
The NAD also took issue with Apple’s use of footnotes to clarify the staggered rollout of Apple Intelligence features. The advertising watchdog concluded that these disclaimers, often presented in smaller print, were “neither sufficiently clear and conspicuous nor close to the triggering claims” of immediate availability. This highlights the importance of clear and prominent communication when advertising features that are not entirely available at the time of promotion.
The removal of the “Available Now” tag and the discontinuation of the Siri promotional video indicate a more cautious approach from Apple regarding the marketing of its AI features. While many core Apple Intelligence functionalities have now been released through various iOS updates, the company is likely aiming to manage expectations more effectively regarding future rollouts, particularly for more complex integrations like the enhanced Siri.
This episode serves as a reminder of the scrutiny tech companies face regarding the accuracy of their marketing claims, especially when it comes to highly anticipated features powered by cutting-edge technologies like artificial intelligence. As Apple continues to refine and expand the capabilities of Apple Intelligence, ensuring clear and transparent communication with consumers will be crucial for maintaining trust and enthusiasm for its AI-driven ecosystem.
Summary:
- Apple has removed the “Available Now” tag from its Apple Intelligence webpage following a recommendation from the National Advertising Division (NAD).
- The NAD raised concerns that the tagline misled consumers into believing all Apple Intelligence features were immediately available at the iPhone 16 launch.
- Apple has also discontinued a promotional video showcasing unreleased Siri capabilities.
- While disagreeing with some of the NAD’s findings, Apple has stated it will follow the watchdog’s recommendations.