Apple has quietly removed the “Available now” label from its Apple Intelligence marketing following a review by the National Advertising Division (NAD), a U.S. ad industry watchdog.
The change was first spotted by The Verge, who confirmed the tweak by referencing an archived version of Apple’s webpage.
What Happened?
In reality, only a limited set of AI tools shipped on day one, such as writing suggestions and a photo object remover or Clean Up, as Apple calls it. Other features rolled out later, and some, like the smarter Siri integration, still haven’t arrived.
Related: Apple’s AI Wants to Read Your Emails (But Swears It’s Just Peeking at Vibes)
The NAD also criticized Apple’s small-print footnotes, saying they weren’t clear or close enough to the bold “Available now” header to properly qualify the statement.
Apple’s Response
Apple didn’t completely agree with the NAD’s assessment but has since updated its marketing materials. It also pulled the “More Personal Siri” ad featuring actor Bella Ramsey, which showcased capabilities not yet available to the public.
In a statement, Apple said it appreciates the feedback and will follow the NAD’s recommendations, despite standing by its position that the features in question are now accessible to users.
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