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Apple Revises Marketing After Watchdog Flags Misleading AI Claims

Apple removes 'Available Now' tagline from its AI promotions following a review by the National Advertising Division, which deemed the claim misleading.

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Craig Federighi
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Overview

  • The National Advertising Division (NAD) found Apple's 'Available Now' claim for its Apple Intelligence features misleading, as many advertised tools were not yet available at launch.
  • Apple removed the 'Available Now' text from its website on March 31, 2025, and updated disclosures to clarify that certain AI-powered Siri features are still in development.
  • The NAD determined that Apple's footnotes and small-print disclaimers were insufficient to correct the impression that all features were immediately accessible.
  • Apple has discontinued its 'More Personal Siri' promotional video and stated it will comply with NAD's recommendations despite disagreeing with the findings.
  • The delayed rollout of key Apple Intelligence features, including advanced Siri enhancements now slated for iOS 19, has drawn broader criticism of Apple's AI strategy.