After report by consumer advocates: Apple changes Apple Intelligence advertising
The national advertising department of the American Better Business Bureau criticized Apple's advertising for Apple Intelligence. The company now responded.
Old advertising website for Apple Intelligence: Claim with asterisk deleted.
(Image: Screenshot Apple.com)
Apple is still struggling with its advertising campaign for its in-house AI system, Apple Intelligence. Following a total of three potential class action lawsuits in California and Canada, the company has now rebuilt its website on the advice of the US consumer protection organization Better Business Bureau (BBB) after it reviewed the advertising claims. The central claim that the functions are “available now” was deleted. In fact, Apple had had to postpone important features until next year (or earlier).
Footnotes and small print
The BBB's National Advertising Division (NAD) had reviewed Apple's advertising and recommended that “claims about certain Apple Intelligence AI features” either be discontinued or modified. “The NAD concluded that Apple's unqualified 'Available Now' statement at the top of the Apple Intelligence webpage and above the detailed feature descriptions adequately conveys the message that all the listed features – including Priority Notifications, Image Playground, Genmoji, Image Wand, and ChatGPT integration – will be available at the time of the iPhone 16 and iPhone 16 Pro launch.”
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Although Apple launched these features in staggered software updates between October 2024 and March 2025, the NAD noted that these claims were not always accurate at the time of publication. The footnotes and small print used by Apple were also not sufficiently clear. Apple should not give the impression of offering features that are not yet available.
Apple reacts, deletes “Available now”
In response to the NAD report, Apple has since removed the “Available Now” from its US website. Instead, stands there now: “AI for the rest of us.” The NAD also criticized the marketing of Siri features that are not yet available, such as onscreen awareness, personal context and the use of cross-app actions. “These claims appeared under the “Available Now” headline. Apple had informed the NAD during the investigation that the Siri features would not be released according to the original schedule.
Apple stated that it had subsequently changed its information and published disclosures. The company told the Better Business Bureau that while it disagreed with the NAD's statements about the features already available to users, it was happy to cooperate with the group and would “now follow the recommendations”.
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