Apple removes "Available Now" for Apple Intelligence from its website

Apple has removed claims that its Apple Intelligence features are "available now" from its website following a recommendation from the National Advertising Division (NAD). The advertising watchdog determined that Apple's marketing materials inaccurately suggested all AI features were immediately accessible when the iPhone 16 launched last year.
The NAD, part of the nonprofit BBB National Programs, recommended Apple "discontinue or modify" its claims, stating they "reasonably conveyed the message" that features like Priority Notifications, Genmoji, Image Playground, and ChatGPT integration were fully available at launch. According to an archived webpage, Apple removed the claim from its Apple Intelligence page in late March.
Apple has also permanently discontinued its "More Personal Siri" television ad, which featured actor Bella Ramsey demonstrating AI-enhanced Siri capabilities that haven't yet been released. The company announced in March that these specific Siri improvements would be delayed to "the coming year."
"While these features are now available, NAD recommended Apple avoid conveying the message that features are available when they are not," the watchdog stated in a press release. The organization also found that Apple's footnotes about feature availability were "neither sufficiently clear and conspicuous nor close to the triggering claims."
This recommendation represents another setback for Apple's AI initiatives. The company faces class-action lawsuits over its Apple Intelligence advertisements, and in January disabled an AI summary feature for news apps after users discovered it occasionally displayed false information.
Apple has made additional marketing adjustments, changing its Apple Intelligence tagline to "AI for the rest of us" and launching new advertisements focused on currently available features like "Clean Up," which can remove unwanted objects from photos.
While Apple disagreed with NAD's findings regarding features that are currently available, the company stated it would follow the watchdog's recommendations. Most Apple Intelligence features announced last June have now launched and are enabled by default on new iPhones.