NAB: Apple should discontinue or modify its availability claims for certain Apple Intelligence features
The National Advertising Division (NAD) has released a statement saying Apple should discontinue or modify its availability claims for certain Apple Intelligence features.
The NAB says it found that Apple’s unqualified “Available Now” claim, positioned at the top of its Apple Intelligence webpage and above detailed feature descriptions, reasonably conveyed the message that all listed features—including Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration—were available at the launch of the iPhone 16 and iPhone 16 Pro.
Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims weren’t 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.
NAD also reviewed claims that Apple Intelligence enabled new Siri functionality, including onscreen awareness, personal context, and cross-app actions. These claims also appeared under the “Available Now” heading.
During the inquiry, Apple informed NAD that these Siri features wouldn’t be available on the original timeline and that it had updated its promotional materials accordingly and modified claims and disclosures to adequately communicate their status.
Additionally, Apple also permanently discontinued the “More Personal Siri” video demonstration. Therefore, NAD says it didn’t review these claims and will treat them, for compliance purposes, as though NAD recommended they be discontinued.
In its advertiser statement, 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.”
This is just the latest development in the slow, much-criticized roll-out of Apple Intelligence features. Apple has been hit with multiple lawsuits claiming “false advertising” about delayed AI and “personalized Sir’ features.
Personally, I’m dubious, but The New York Times claims that Apple hopes to release its delayed Apple Intelligence Siri features in the fall.
“Apple hasn’t canceled its revamped Siri,” the article says. “The company plans to release a virtual assistant in the fall capable of doing things like editing and sending.”
This contradicts previous reports. Last month Apple spokesperson Jacqueline Roy indicated to Daring Fireball that it would take longer.
“Siri helps our users find what they need and get things done quickly, and in just the past six months, we’ve made Siri more conversational, introduced new features like type to Siri and product knowledge, and added an integration with ChatGPT,” she said. “We’ve also been working on a more personalized Siri, giving it more awareness of your personal context, as well as the ability to take action for you within and across your apps. It’s going to take us longer than we thought to deliver on these features and we anticipate rolling them out in the coming year.”
And Reuters said AI improvements to Siri won’t arrive until 2026.
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