Apple has quietly removed the “available now” label from its Apple Intelligence promotional webpage on March 31, 2025. This change came after the National Advertising Division (NAD), a truth-checking group for ads in the United States, found Apple’s claims misleading. According to IndiaToday, the tech giant had to update its promotional materials because not all advertised AI features were actually ready for users.
What is Apple Intelligence and What Happened?
Apple Intelligence is a set of smart features for iPhones and other Apple devices that use artificial intelligence. Apple first showed these features in October, but many weren’t ready yet. The problem was that Apple’s website made it look like all features were immediately available when they weren’t.
| Timeline | What Happened |
|---|---|
| October 2024 | Apple introduced Apple Intelligence |
| Early 2025 | NAD reviewed Apple’s advertising claims |
| March 31, 2025 | Apple removed “available now” label |
Features That Weren’t Actually Available
- Upgraded Siri with personalized responses
- Genmoji – custom-made emoji created by AI
- Several other AI tools promised for later release
The National Advertising Division is an independent group that makes sure ads tell the truth. They check complaints about misleading claims and can send cases to government regulators if companies don’t fix problems. NAD’s recommendations aren’t legally binding, but most companies follow them to avoid bigger troubles.
Although Apple disagreed with NAD’s assessment, they still complied with the recommendations. The company removed not just the misleading label but also a promotional video showing unavailable features. This quick action likely helped Apple avoid the case being escalated to the Federal Trade Commission (FTC), which has stronger enforcement powers.
Why This Matters to Consumers
This case highlights the growing problem of tech companies overpromising on AI features. When you see “available now” on a product page, you should be able to use those features right away. The NAD’s action reminds companies that they must be truthful about what’s actually ready for consumers, protecting you from disappointment when buying new technology based on advertised capabilities.
