Apple Complies With Recommendation to Remove 'Available Now' From Apple Intelligence Page

Apple Intelligence features are no longer marketed as being "available now," following a U.S. National Advertising Division (NAD) inquiry.

Apple Intelligence Available Now
In a press release today, the NAD said it recommended that Apple discontinue or modify the "available now" text on the Apple Intelligence page, given it falsely conveyed that all of the features listed on the page were available at the time the text was first added. Apple disagreed, but it chose to respect the recommendation.

"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," said Apple, in a statement shared in the press release.

Apple added the "available now" text to the Apple Intelligence page shortly after iOS 18.1 was released on October 28. Only some promised Apple Intelligence features launched in iOS 18.1, with others like Genmoji, Image Playground, ChatGPT integration in Siri, and Priority Notifications not available until iOS 18.2 through iOS 18.4. In addition, the personalized Siri features listed on the page were delayed until the coming year.

Apple first updated the page in mid-March to indicate that the personalized Siri features are coming in a future software update.

Apple then removed the "available now" text from the Apple Intelligence page in the U.S. on March 31, according to the Internet Archive's Wayback Machine.

The "available now" text did have an asterisk that led to fine print indicating that some of the Apple Intelligence features would be coming over the course of the next year, but the NAD said this footnote was not "sufficiently clear."

The NAD said the advertising claims on the page are now adequate.

The NAD, part of the independent, non-profit organization BBB National Programs, oversees the truthfulness of U.S. advertising. While its decisions are not legally binding, advertisers often comply with its recommendations, to avoid negative press or potential enforcement action from the U.S. Federal Trade Commission (FTC). When an advertiser does not comply with the NAD's recommendation, the NAD will refer the case to the FTC for review.

This news was first reported by The Verge.

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Top Rated Comments

vegetassj4 Avatar
19 weeks ago
Apple marketing was not very intelligent.
Score: 26 Votes (Like | Disagree)
Cameront9 Avatar
19 weeks ago
This whole mess has been an absolute disaster.
Score: 22 Votes (Like | Disagree)
DroidBro Avatar
19 weeks ago
It’s funny how they haven’t made a single statement about it. This is as bad or worse than the maps fiasco.
Score: 17 Votes (Like | Disagree)
Astuces iOS Avatar
19 weeks ago
Apple should put : We apologize, new Siri not available yet
Score: 14 Votes (Like | Disagree)
zinacef Avatar
19 weeks ago

I think many here don't understand that Apple AI is an evolving set of features that are conceived, developed, introduced, and roll out over time. And that it's *not* one complete monolithic package of AI features that's announced at one time. Apple AI will continue to evolve with more features over time as they are conceived, developed, and released.

For example... I started using Apple photo search on specified parameters more than a year ago when I was using an iPhone 15PM. I expect more AI features will be introduced and released as time goes on.
While it's true that Apple Intelligence will likely evolve over time with iterative feature releases—just as many Apple services do—it’s a bit disingenuous to frame the criticism here as a misunderstanding of that fact. The issue isn’t whether Apple AI is a static, monolithic package or a developing suite of tools. The problem lies in how Apple marketed it.

When Apple labels something as “available now,” there’s a reasonable expectation that at least a meaningful subset of that functionality is immediately accessible to users. In this case, many of the highly promoted features were either unavailable or heavily limited at launch, which understandably led to confusion and frustration. This isn’t just about rollout strategy—it’s about clear and honest communication.

Moreover, your example of photo search predates the branding of “Apple Intelligence” and relies on machine learning features that have been around for years. It’s not part of the newly announced set of AI features under that label. So while Apple has certainly been using AI/ML quietly for some time, branding something as “Apple Intelligence” sets a different level of expectation—especially when Apple itself links it to new system-wide capabilities that aren’t yet present.

The frustration isn’t with the evolutionary nature of tech—it’s with the misalignment between the marketing message and the actual user experience.
Score: 13 Votes (Like | Disagree)
Pitogyro Avatar
19 weeks ago
It's like a bomb that keeps exploding.
Score: 11 Votes (Like | Disagree)