Overview

• The National Advertising Division (NAD) found Apple's 'Available Now' claim on its Apple Intelligence page misleading, as not all features were available at launch.
• Apple rolled out core Apple Intelligence features incrementally between October 2024 and March 2025, with advanced Siri capabilities still delayed until iOS 19.
• The NAD determined that Apple's disclosures, such as footnotes, were not sufficiently clear or prominent to clarify the staged rollout of features.
• In response, Apple removed the 'Available Now' label from its website in late March 2025 and updated promotional materials to reflect feature availability more accurately.
• Although Apple disagreed with the NAD's findings, it complied with the recommendations to avoid potential Federal Trade Commission scrutiny.