TL; DR
- While the Cupertino-based tech giant listed the Apple Intelligence features as “available now” on the official overview page, it seems to have removed the phrase sometime in late March.
- The disclosures on the company’s website, including the footnotes and the fine-print texts, “were neither sufficiently clear and conspicuous nor close to the triggering claims,” says NAD.
The National Advertising Division (NAD), part of the BBB National Programs, a non-profit organization in the United States, has asked Apple to drop certain advertising claims regarding Apple Intelligence features.
iPhone 16 Didn’t Ship With All Apple Intelligence Features
While the Cupertino-based tech giant listed the Apple Intelligence features as “available now” on the official overview page, it seems to have removed the phrase sometime in late March.
According to globenewswire.com, NAD found the company’s “available now” conveyed that the listed features, including ChatGPT integration in Siri, Image Wand, Image Playground, Genmoji, and Priority Notifications, were available at the launch of the iPhone 16 (review) lineup.
Here’s What NAD Says About Apple’s Disclosures
The disclosures on the company’s website, including the footnotes and the fine-print texts, “were neither sufficiently clear and conspicuous nor close to the triggering claims,” says NAD. While Apple disagrees with NAD’s findings, the company has agreed to follow the organization’s recommendations.
Given that the company released the Apple Intelligence features in a phased manner between October 2024 and March 2025, NAD found the claims weren’t “supported at the time they were first made.”
The organization also took note of the impending Siri upgrades, including on-screen awareness, cross-app functionality, and a conversational or personal approach.
Also Read: Apple Intelligence vs. Galaxy AI: The Ultimate AI Battle
The release mentions that Apple notified NAD about the delay in the promised features and that the related promotional materials have been updated to reflect this.
Currently, the official Apple Intelligence webpage lists Writing Tools as “available.” However, all the Siri-related updates carry the footnote “This feature is in development and will be available with a future software update.”
Essentially, the organization has recommended that the company avoid claiming that some GenAI features are available when they are actually in development or on the horizon. Back in March 2025, we also heard the news about Apple being sued for falsely advertising Apple Intelligence’s availability on the iPhone 16 at launch.
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