Apple has removed the "available now" claim from its Apple Intelligence page following an inquiry from the National Advertising Division (NAD), a part of the Better Business Bureau. The move comes after the NAD recommended that Apple "modify or discontinue" the claim, citing that it "reasonably conveyed the message" that AI-powered features like Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration were available with the launch of the iPhone 16.

According to an archived webpage, Apple removed the claim from the top of its Apple Intelligence page in late March. The NAD's inquiry found that the claim was misleading, as not all Apple Intelligence features were available at the time of the iPhone 16's launch. Instead, Apple rolled out some features with the launch, such as writing tools and an AI feature to remove unwanted objects from photos, with more features added in later software updates.

The NAD also took issue with a footnote attached to the claim, which was deemed "neither sufficiently clear and conspicuous nor close to the triggering claims." This footnote was intended to provide additional context about the availability of the features, but the NAD found it to be inadequate.

In addition to the "available now" claim, the NAD also found that Apple had included its AI-supercharged Siri beneath the same heading, despite the feature not being available at the time. In response to the NAD's findings, Apple said it has updated its promotional materials and disclosures to "adequately communicate their status." The company also discontinued its "More Personal Siri" video, which showed actor Bella Ramsey using the voice assistant to pull up the name of a person they met months ago.

Apple responded to the NAD's findings, stating, "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." The company's decision to remove the "available now" claim and update its promotional materials is a significant move, as it acknowledges the importance of transparency in advertising and the need to ensure that customers are not misled about the availability of features.

The NAD's inquiry and Apple's subsequent actions highlight the importance of truthfulness in advertising, particularly in the tech industry where new features and products are constantly being introduced. As technology continues to evolve, it is crucial that companies prioritize transparency and accuracy in their advertising claims to maintain customer trust and avoid misleading consumers.

The removal of the "available now" claim from Apple's Apple Intelligence page is a significant development in the ongoing conversation about truthfulness in tech advertising. As the industry continues to grapple with the challenges of accurately communicating the capabilities and availability of new features, this move serves as a reminder of the importance of transparency and accountability in advertising.