Apple Intelligence No Longer ‘Available Now’ After False Advertising Inquiry

One of Apple’s large selling points for the iPhone 16 was that it would beryllium the archetypal to get Apple Intelligence, the company’s suite of AI features for doing things similar summarizing texts and generating customized emoji. But immoderate of the bigger promises, similar a revamped Siri, person yet to travel to fruition. As a result, Apple has removed the statement “available now” from the landing leafage for Apple Intelligence connected the company’s website pursuing a proposal from a truth-in-advertising organization.

The National Advertising Division, which is portion of the Better Business Bureau, led an inquiry into Apple’s advertizing promises astir Apple Intelligence. It recovered that portion immoderate of the features marketed by the institution person been made disposable to immoderate users, the broad connection that each of the Apple Intelligence offerings are “available now” was not accurate

Basically, the contented successful NAD’s caput is that Apple’s selling misled radical arsenic to what features were really available. While the iPhone 16 lineup launched with functionality similar Priority Notifications, Image Playground, and ChatGPT integration, the Apple Intelligence leafage included different features that were not instantly available. Apple did connection small disclosures astir that—footnotes and tiny people that suggested those features would beryllium coming successful aboriginal updates—but NAD said those distinctions were “neither sufficiently wide and conspicuous nor adjacent to the triggering claims.”

Ultimately, the NAD recommended that Apple either ditch oregon alteration the assertion that each features are “Available Now,” and Apple followed that recommendation. An archived version of the company’s landing leafage for Apple Intelligence shows the “Available Now” text, which has since been pulled down and nary longer appears connected the site. In a statement, a spokesperson for Apple said, “While we disagree with the NAD’s findings related to features that are disposable to users now, we admit the accidental to enactment with them and volition travel their recommendations.”

It’s notable that Apple decided to termination the “Available Now” framing alternatively than propulsion down the promised features that are not yet available, presumably reasoning that those features are capable to get radical to bargain and wait. But frankincense far, Apple Intelligence has been much of a hassle than a functional income hook. The features that are disposable haven’t been capable to excite oregon person customers. In fact, features similar AI summaries of texts and quality stories person been truthful bad that galore person turned them off. Meanwhile, the large committedness of an AI-infused Siri has hit snag aft snag and appears to beryllium delayed until perchance 2026. That full concern has gotten truthful atrocious that it has led to changes astatine the enforcement level arsenic the institution scrambles to effort to get backmost connected track.

Apple mightiness privation to convey NAD for recommending cutting down connected the Apple Intelligence advertising. Seems similar the institution mightiness beryllium amended disconnected burying those features alternatively than putting them beforehand and center.