Apple Removes ‘Available Now’ Label From its Apple Intelligence Page Following NAD Inquiry

Apple has quietly agreed to remove the “available now” label on the Apple Intelligence page of its website following an inquiry from the National Advertising Division (NAD) of BBB National Programs. The label has disappeared from the webpage as of this writing, but using the Wayback Machine, The Verge discovered that it was removed from it in late March.

As part of its marketplace monitoring program, the NAD, which independently analyzes the truthfulness of national advertisements directed toward consumers, recommended Apple to remove its “available now” claim from its Apple Intelligence page as it implied that all listed features – including Siri features – were available at the launch of the iPhone 16 and iPhone 16 Pro. That clearly wasn’t the case.

“Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims were not properly supported at the time they were first made. NAD further found that Apple’s disclosures—such as footnotes and small-print disclosures—were neither sufficiently clear and conspicuous nor close to the triggering claims. While these features are now available, NAD recommended Apple avoid conveying the message that features are available when they are not,” the organization wrote.

In its press release, the NAD explained that during its inquiry process, Apple notified the organization that it had already modified its communication regarding the availability of previously advertised Siri features, such as onscreen awareness and cross-app actions. The organization also acknowledged that Apple had removed its “More Personal Siri” video that showed actor Bella Ramsey ask Siri to find the name of a person she previously had a meeting with in a café. That feature is reportedly far from being ready.

In a statement shared with the NAD, Apple said “While we disagree with the NAD’s findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations.” Last month, Apple also became the target of a federal lawsuit, with plaintiffs seeking class-action status and damages to “recover the unlawful price premium that millions of consumers paid for Apple’s mirage of innovation.”

In other Siri-related news, Bloomberg’s Mark Gurman reported today that Mike Rockwell, the new head of AI at Apple, was in the process of replacing top Siri talent with people who previously worked in his Vision Pro team. Getting Siri back on track is currently one of Apple’s main priorities after the company was unable to deliver new features it advertised at its WWDC conference in June 2024.