# Apple’s AI Marketing Faces Examination: NAD Investigation Uncovers Deceptive Statements
In a recent development, Apple’s promotional activities concerning its AI functionalities have attracted scrutiny from the National Advertising Division (NAD) of the Better Business Bureau. This examination has prompted notable updates on the Apple Intelligence page, including the elimination of the phrase “Available now” from the banner, which previously implied that all mentioned features were instantly available to users.
## Insights from the NAD Investigation
The NAD released a statement outlining its discoveries, indicating that Apple’s assertions regarding its AI features’ availability were misleading. The organization found that the unqualified claim “Available Now,” prominently featured on the Apple Intelligence webpage, suggested that all functions were accessible at the launch of the iPhone 16 and iPhone 16 Pro. However, the truth was different: these functions were introduced in phased software updates from October 2024 to March 2025.
NAD highlighted that Apple’s disclosures, including footnotes and small print, were not adequately clear or prominent, failing to sufficiently inform consumers about the actual access to the features. This ambiguity prompted the recommendation for Apple to revise or eliminate the misleading claims in its marketing.
## Postponed Features and Apple’s Reaction
Throughout the investigation, Apple admitted to the NAD that certain advertised capabilities for Siri, now expected to be included in the upcoming iOS 19, had been postponed. This postponement played a role in the NAD’s recommendation to remove the “Available now” declaration, even though all non-Siri functions had already been launched.
In response to the NAD’s findings, Apple has added a new disclaimer beneath the postponed Siri features stating: “This feature is in development and will be available with a future software update.” This action is intended to improve communication with consumers regarding the features’ status.
Apple released a statement conveying its disagreement with the NAD’s conclusions concerning the availability of features presently accessible to users. Nonetheless, the company recognized the opportunity to work with the NAD and pledged to comply with their recommendations.
## Consequences for Future Promotions
The NAD’s investigation and subsequent suggestions serve as a reminder to Apple and other firms regarding the necessity of transparent advertising practices. As Apple gears up for its forthcoming marketing initiatives surrounding iOS 19, it is vital for the company to ensure that its claims are precise and truthful. This scenario underscores the importance for companies to provide clear and apparent information to consumers, especially regarding product availability and feature launches.
## Final Thoughts
The examination of Apple’s promotional practices by the NAD highlights the importance of sincere communication in advertising. As consumers grow more aware of their rights and the validity of advertising claims, companies must prioritize transparency to preserve trust and credibility. The modifications made to the Apple Intelligence page signify a move toward more responsible advertising, but only time will reveal whether Apple will fully commit to these principles in future campaigns.
Did you consider Apple Intelligence’s marketing deceptive? Why or why not? Share your opinions in the comments below.
