Apple has removed the “available now” label from its Apple Intelligence features following an inquiry by the U.S. National Advertising Division (NAD).
In a press release issued yesterday, the NAD recommended that Apple modify or discontinue the “available now” text on the Apple Intelligence page, as it was misleading. The text suggested that all features listed on the page were available at the time it was added, but not all of them had been released. While Apple disagreed with the NAD’s conclusions, the company opted to comply with the recommendation.
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“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 said in a statement shared in the press release.
The “available now” label was added to the page shortly after iOS 18.1 launched on October 28. However, only some of the Apple Intelligence features were available in iOS 18.1, with others, such as Genmoji, Image Playground, ChatGPT integration in Siri, and Priority Notifications, not arriving until iOS 18.2 through iOS 18.4. Additionally, personalized Siri features were delayed until the following year.
In mid-March, Apple updated the page to clarify that the personalized Siri features would be arriving in a future software update. By March 31, according to the Internet Archive’s Wayback Machine, the “available now” label had been removed from the page in the U.S.
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Although the text included an asterisk leading to fine print that explained some features would come over the next year, the NAD found that the footnote was not “sufficiently clear.” Now, the NAD has deemed the current advertising claims on the page as adequate.
The NAD, part of the non-profit BBB National Programs, monitors the truthfulness of U.S. advertising. While its recommendations are not legally binding, advertisers usually comply to avoid bad publicity or potential action from the U.S. Federal Trade Commission (FTC). If an advertiser ignores the NAD’s recommendations, the case may be referred to the FTC for further review.