Apple has quietly removed the “label” now “available from its Apple Intelligence Pracharist page in the US after a formal review by the National Advertising Division (NAD). The NAD, a self-control body that monitors the veracity of advertising in the US, found that the phrase gave the perception to consumers that all the characteristics of Apple Intelligence were already accessible, which was not the case.

The AI ​​suite introduced with iOS 18.1 in October promised several features such as Genmji, Image Playground, Priority Notifications and Siri’s Chatgpt integration of Siri. While Apple rolled some of these features during the initial update, the later iOS versions stagged several major abilities – some are still not available. For example, the more individual version of Siri, shown by Apple, is now expected to come for some time this year.

The “now available” label was originally placed prominently on the Apple Intelligence webpage, as well as clarified with a footnote that some features would be slowly released. However, the NAD concluded that this discontent did not appear to be clear or sufficient, and therefore did not effectively correct the misleading impression created by the headline.

In his recommendation, NAD told Apple that to avoid confusion either to change or leave the word. Apple, during disagreeing with the assessment of NAD that the label was incorrect, said that it appreciated the response and has updated its promotional material since then. The company also removed a video called “Peacock Personal Siri”, highlighting the characteristics not yet available.

Apple said in a press release, “While we disagree with the findings of NAD that now belong to the features available to users, we appreciate the opportunity to work with them and follow their recommendations.”

The stored version of Apple’s site, captured by webac machines, shows the removal of the “available Now” text on 31 March. NAD has confirmed that advertisements on the updated page are now in accordance with its guidelines. While the recommendations of NAD are not legally binding, most of the major brands choose to maintain public belief and to comply with the federal trade commission (FTC) to avoid potential growth.