The NAD, which is part of the nonprofit BBB National Programs, reviews national advertising campaigns for truthfulness. It recommended that Apple “discontinue or modify” its “available now” claim, saying it “reasonably conveyed the message” that AI-powered features like Priority Notifications, Genmoji, Image Playground, and a ChatGPT integration were available with the launch of the iPhone 16. The NAD also notes that the footnote attached to the claim was “neither sufficiently clear and conspicuous nor close to the triggering claims.”
Additionally, the NAD found that Apple similarly included its AI-supercharged Siri beneath the “available now” heading even though it still hasn’t arrived. In response, Apple said it has updated its promotional materials and disclosures to “adequately communicate their status.” The company also discontinued its “More Personal Siri” video, which showed actor Bella Ramsey using the voice assistant to pull up the name of a person they met months ago.
“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,” Apple said in the press release.