Apple has revised its marketing for Apple Intelligence after the National Advertising Division (NAD) found its promotional claims misleading. The NAD, part of BBB National Programs, concluded that Apple's advertising inaccurately implied that all AI features were available immediately with the launch of the iPhone 16 last year.

Following the watchdog’s recommendation to "discontinue or modify" the messaging, Apple removed the “available now” phrasing from its Apple Intelligence webpage in late March. The NAD stated that Apple's materials led consumers to reasonably believe that features like Priority Notifications, Genmoji, Image Playground, and ChatGPT integration were fully functional at launch, which was not the case.

Additionally, Apple permanently pulled its “More Personal Siri” television ad, which starred actor Bella Ramsey showcasing AI-powered Siri enhancements that remain unreleased. Apple had previously acknowledged in March that the updated Siri features would be delayed until sometime later this year.

The NAD emphasized that Apple should refrain from implying features are available when they are not and noted that the disclaimers about feature availability were unclear and not placed close enough to the relevant claims in the marketing content.

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