Apple Removes “Available Now” from Apple Intelligence Features After Review

Apple has updated its Apple Intelligence webpage, removing the “available now” label after a review by the U.S. National Advertising Division (NAD). The NAD, which is part of the BBB National Programs and monitors truth in advertising, said the label gave the misleading impression that all Apple Intelligence features were already accessible to users.

Only Some Features Were Actually Available

The original “available now” wording was added shortly after the release of iOS 18.1 on October 28. However, not all promised features launched at that time. Key Apple Intelligence tools like Genmoji, Image Playground, ChatGPT integration in Siri, and Priority Notifications were delayed until future updates ranging from iOS 18.2 to iOS 18.4. Additionally, new personalized Siri features were pushed back to a release sometime next year.

Apple’s Response to the NAD Inquiry

Although Apple disagreed with the NAD’s conclusion, the company agreed to follow its recommendations.

“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,” Apple stated.

Fine Print Not Considered Clear Enough

Apple’s original page included an asterisk with a footnote stating that some features would arrive over the next year. Despite this, the NAD concluded the disclaimer was not “sufficiently clear” to prevent confusion among consumers.

Webpage Updated and Label Removed

Apple first modified the page in March to note that the personalized Siri features were coming in a future update. Then, by March 31, the “available now” label was entirely removed from the U.S. version of the Apple Intelligence page, according to the Internet Archive’s Wayback Machine.

NAD Confirms Advertising Is Now Accurate

Following Apple’s changes, the NAD said the company’s marketing now meets its standards for clear and accurate advertising.

Why NAD Decisions Matter

While NAD decisions are not legally binding, companies often comply to avoid public backlash or legal action. If a company fails to follow through, the NAD may refer the matter to the Federal Trade Commission (FTC) for further investigation.