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.

Popular Stories

iPhone 17 Pro and Air Feature

Two iPhone 17 Pro and iPhone Air Colors Appear to Scratch More Easily

Friday September 19, 2025 10:02 am PDT by
As reported by Bloomberg today, some of the new iPhone 17 Pro and iPhone Air models on display at Apple Stores today are already scratched and scuffed. French blog Consomac also reported on this topic. The scratches appear to be most prominent on models with darker finishes, including the iPhone 17 Pro and Pro Max in Deep Blue, and the iPhone Air in Space Black. Images Credit: Consoma ...
Apple Foldable Thumb

Foldable iPhone Like 'Two Titanium iPhone Airs' Joined at the Hinge

Monday September 22, 2025 2:16 am PDT by
Next year's rumored foldable iPhone will showcase an ultra-thin design resembling "two titanium iPhone Airs side-by-side," according to Bloomberg's Mark Gurman. Writing in the Q&A section of his latest Power On newsletter, Gurman says Apple's first foldable device will be "super thin and a design achievement," combining Apple's thinnest iPhone form factor with cutting-edge folding...
iOS 26

Everything New in iOS 26.1 Beta 1

Monday September 22, 2025 12:44 pm PDT by
Apple released the first beta of iOS 26.1 today, just a week after launching iOS 26. iOS 26.1 mainly adds new languages to Apple Intelligence, but there are a few other features that are worth knowing about. New Apple Intelligence Languages Apple Intelligence is now available in Danish, Dutch, Norwegian, Portuguese (Portugal), Swedish, Turkish, Chinese (Traditional), and Vietnamese. AirPo...
iOS 26

iOS 26.0.1 Coming Soon, Likely With iPhone Air and iPhone 17 Pro Fix

Thursday September 18, 2025 9:17 am PDT by
Apple is preparing to release iOS 26.0.1, according to a private account on X with a proven track record of sharing information about future iOS versions. The update will have a build number of 23A350, or similar, the account said. It is likely that iOS 26.0.1 will fix a camera-related bug on the new iPhone Air and iPhone 17 Pro models. In his iPhone Air review, CNN Underscored's Henry T. ...
iPhone 17 Pro Colors

iPhone 17 Pro Max Teardown Reveals Qualcomm's Snapdragon X80 Modem for 5G

Friday September 19, 2025 7:39 am PDT by
While the iPhone Air is equipped with Apple's custom C1X modem for cellular connectivity, all of the iPhone 17 models are outfitted with Qualcomm modems still. A teardown video shared on Chinese platform Bilibili today (via Reddit) appears to confirm the iPhone 17 Pro Max is equipped with Qualcomm's Snapdragon X80 modem in particular. The same modem is likely used in the iPhone 17 and iPhone ...
iPhone 17 Pro and Air N1 Feature

Some iPhone 17, iPhone 17 Pro, and iPhone Air Users Experiencing Intermittent Wi-Fi Issue

Monday September 22, 2025 8:44 am PDT by
Apple's latest iPhone models launched on Friday, and some early adopters of the devices are experiencing intermittent Wi-Fi issues. Affected customers say Wi-Fi connectivity periodically cuts out on the iPhone 17, iPhone 17 Pro, iPhone 17 Pro Max, and iPhone Air, with hundreds of comments about the issue posted across the MacRumors Forums, Reddit, and the Apple Support Community over the...

Top Rated Comments

vegetassj4 Avatar
22 weeks ago
Apple marketing was not very intelligent.
Score: 26 Votes (Like | Disagree)
Cameront9 Avatar
22 weeks ago
This whole mess has been an absolute disaster.
Score: 22 Votes (Like | Disagree)
DroidBro Avatar
22 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
22 weeks ago
Apple should put : We apologize, new Siri not available yet
Score: 14 Votes (Like | Disagree)
zinacef Avatar
22 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
22 weeks ago
It's like a bomb that keeps exploding.
Score: 11 Votes (Like | Disagree)