If you’ve visited the Apple Intelligence page on Apple’s website recently, you might have noticed some changes. That’s because the National Advertising Division (NAD) of the Better Business Bureau just wrapped up an official inquiry that prompted revisions—including removing “Available now” from the banner and more.
NAD found Apple’s AI advertising had been misleading
Today NAD published a press release detailing its findings regarding Apple’s AI advertising.
In short, the organization found that the Apple Intelligence site offered misleading promises that needed to be removed or modified.
NAD found that Apple’s unqualified “Available Now” claim, positioned at the top of its Apple Intelligence webpage and above detailed feature descriptions, reasonably conveyed the message that all listed features…were available at the launch of the iPhone 16 and iPhone 16 Pro.
Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims were not properly supported at the time they were first made. NAD further found that Apple’s disclosures—such as footnotes and small-print disclosures—were neither sufficiently clear and conspicuous nor close to the triggering claims.
During the inquiry, Apple also informed NAD that its advertised Siri features—now coming in iOS 19—had been delayed.
NAD provides this as a reason for its recommendation that Apple remove “Available now” from the top of the page, even though every non-Siri feature has already been released.
Additionally, Apple has added new text under its delayed Siri upgrades that reads: “This feature is in development and will be available with a future software update.”
The press release includes the following response from Apple:
“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.”
Here’s hoping Apple’s advertising team is taking special care with its upcoming iOS 19 marketing efforts to ensure the same mistakes aren’t repeated.
Did you find Apple Intelligence’s marketing misleading? Why or why not? Let us know in the comments.
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