Apple has quietly retracted a bold marketing claim from its website following an inquiry by the National Advertising Division (NAD), a watchdog under BBB National Programs. The tech giant had prominently displayed the phrase “Available Now” in reference to its new suite of AI-powered features known as Apple Intelligence, a major selling point for its iPhone 16 lineup. However, NAD found that not all features included under the Apple Intelligence umbrella were actually accessible to users at launch.
The investigation concluded that Apple’s claim was misleading, as it suggested a full rollout of features that were either delayed or pending future updates. While features such as Priority Notifications, Image Playground, and ChatGPT integration were available upon release, more anticipated tools—like an upgraded AI-driven Siri—remained unavailable. Though Apple had included small print and footnotes indicating some features would arrive later, NAD deemed those disclosures insufficiently clear or noticeable.
As a result, NAD recommended Apple revise or remove the claim. Apple complied, scrubbing the “Available Now” phrasing from its website. In response, Apple issued a statement expressing disagreement with NAD’s conclusion but affirming its willingness to work with the organization and adhere to the recommendation.
Customer Frustration and Feature Delays Undermine AI Rollout
Apple Intelligence was introduced with high expectations, aiming to integrate advanced AI capabilities into everyday iPhone usage. However, the rollout has been marred by incomplete functionality and user disappointment. Features like AI-generated text summaries and news highlights have been criticized for underperforming, with many users opting to disable them due to inaccuracy or poor quality.
The centerpiece of Apple Intelligence—the revamped Siri experience enhanced with artificial intelligence—has yet to materialize. Reports indicate the upgraded digital assistant has encountered multiple setbacks and may not launch until sometime in 2026. The ongoing delays have significantly dampened initial excitement surrounding the iPhone 16’s AI capabilities.
These frustrations have extended to the executive level, with internal changes reportedly underway at Apple as the company seeks to salvage its AI ambitions. Although Apple Intelligence was expected to serve as a major innovation milestone, the current perception among consumers is that the suite is more promise than performance.
Marketing Backpedal Reflects Strategic Shift Amid Public Backlash
Apple’s decision to remove the “Available Now” label rather than delay or remove the underdeveloped features signals a strategic recalibration. It appears the company is opting to manage consumer expectations while continuing to push out updates incrementally. This approach suggests Apple is betting that early adopters will remain patient, holding out for promised upgrades in future software releases.
However, the episode has exposed the risks of over-promising in tech advertising—especially when tied to flagship devices. As competitors continue to refine their own AI offerings, Apple may face mounting pressure to deliver on its commitments or risk falling behind in the fast-moving artificial intelligence space.
In light of NAD’s intervention, Apple may need to rethink how it promotes upcoming features to ensure clarity, manage customer expectations, and protect brand trust moving forward.
