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Apple has quietly removed the phrase, Available Now, from its marketing materials for its artificial intelligence (AI) system, Apple Intelligence. The company had been promoting features that had not yet been released as immediately accessible.
The Verge reported that this change followed a recommendation from the National Advertising Division (NAD), which had expressed concerns that the wording could potentially mislead consumers.
According to the NAD, Apple advertised several features—including priority notifications, an image playground, personalized emoji, and Siri-ChatGPT integration—as if they would be available with the iPhone 16 launch. These features are being rolled out gradually, with the Siri upgrade still pending.
The NAD particularly took issue with Apple’s emphasis on Siri’s personalization features and cross-app functionality in its advertisements. The regulatory body pointed out that these features are still in development, and it criticized Apple for not being sufficiently transparent about their status.
In response to the NAD’s recommendations, Apple revealed that while it disagrees with the NAD’s findings regarding currently available features, it will adjust its advertising based on the NAD’s advice. Following this statement, the company removed the contentious phrase from its official website.