Key Takeaways:
- Apple has removed the phrase "Available Now" from its Apple Intelligence webpage following a false advertising inquiry.
- The tech giant's fine-print disclaimers didn't clearly distinguish future features from current offerings, the National Advertising Division said.
- Core Apple Intelligence features remain unavailable, such as the upgraded Siri, sparking user frustration and internal leadership changes.
Apple's push into artificial intelligence just hit another snag.
After an inquiry from the National Advertising Division (NAD), the tech giant has removed the phrase "Available Now" from its Apple Intelligence product page.
The watchdog found the claim to be misleading.
This development follows a major class-action lawsuit filed last month against the company for alleged false advertising.
Apple's artificial intelligence rollout has been anything but smooth, so much so that the BBB's National Advertising Division spurred the company to rethink its claims to customers. By @Amber_M_Neely
— AppleInsider (@appleinsider) April 22, 2025
https://t.co/xS822FCLun
While Apple Intelligence was a central promise of the iPhone 16 launch, several marquee features — including an overhauled Siri — have yet to be delivered.
NAD, part of the BBB National Programs, concluded that Apple's advertising blurred the line between what's already available and what's still to come.
The group noted that Apple's small-print disclaimers weren't clear or close enough to the headline claims to prevent confusion.
The new version of Siri will likely launch in spring 2025 with iOS 18.4
— Apple Hub (@theapplehub) July 7, 2024
It will not be available when Apple Intelligence launches later this year
Source: @markgurmanpic.twitter.com/udel1wvajf
Apple, while disagreeing with the NAD's assessment, complied with the recommendation.
Its decision to walk back its "Available Now" claim shows how overstating product readiness can backfire when trust is a major part of the brand messaging.
In an era where messaging moves markets, clarity is just as critical as innovation.
A Soft Sell for Unfinished AI
Apple Intelligence had been positioned as the iPhone 16's main differentiator, giving users access to a suite of tools for summarizing texts, customizing emoji, and streamlining notifications.
Some features, like Image Playground and ChatGPT integration, have already launched.
But the full experience remains inconsistent at best and broken at worst.
Critics and consumers alike have been underwhelmed by what's made it out the door.
Apple intelligence is useless pic.twitter.com/kIVt7XEOWt
— technojawa (@technojawa) April 21, 2025
Users report that AI-generated summaries are often inaccurate or clunky, while the hyped Siri upgrade appears to be delayed until 2026.
The slow roll-out and lackluster performance have done little to build confidence, leading many early adopters to disable the features entirely.
Apple's decision to keep the roadmap intact while softening its language suggests it's betting consumers will wait, so long as expectations are recalibrated.
Updated my mac mini and got Apple Intelligence.
— Fayaz Ahmed (@fayazara) April 21, 2025
I think Apple will definitely lose the AI race pic.twitter.com/O8QTGvvpeU
Still, the gap between what's promised and what's delivered is beginning to erode trust, which raises more questions about Apple's current strategy.
As for its AI marketing? Apple may have removed "Available Now," but the real test will be whether Apple Intelligence ever feels truly ready for prime time.
The tech leader began marketing its AI late last year, with a series of high-profile ads showcasing its different features.
In October, "The Last of Us" star Bella Ramsey appeared in several commercials created by TBWA\Media Arts Lab.
More spots followed later in November, highlighting how Apple Intelligence could help users with writing.
