Apple Removes "Now Available" Tag from AI Features After NAD Ruling

Word on the StreetTuesday, Apr 22, 2025 7:09 pm ET
1min read

Apple Inc. has quietly removed the phrase "now available" from its U.S. website, describing the AI capabilities of its products. This move comes after the National Advertising Division (NAD), a self-regulatory advertising industry body, found that Apple's advertising for its AI features was misleading. The NAD's investigation revealed that

had claimed that certain AI functionalities, such as priority notifications and ChatGPT integration, were available on the iPhone 16 and iPhone 16 Pro at launch. However, these features were actually rolled out in phases between October 2024 and March of this year.

The NAD criticized Apple for not clearly stating that these features were not immediately available and for burying disclaimers in fine print. The NAD also noted that Apple had advertised new Siri features, including screen awareness, cross-app operations, and personalized situational understanding, which have yet to be released. Apple acknowledged during the investigation that these features would not be available as initially planned.

According to recent leaks, these highly anticipated AI features are expected to be released with the iOS 19 update this fall. Apple's U.S. website has since removed the "now available" tagline from the AI features section and added a note stating that these features are "currently in development and will be available in future software updates." Additionally, Apple has pulled a promotional video for Siri featuring actress Bella Ramsey, which showcased Siri's ability to recall information from months prior.

In response to the NAD's findings, Apple stated that while it does not agree with the investigation's conclusions, it appreciates the opportunity to work with the NAD and will follow its recommendations. The company has also made significant personnel changes in response to the setbacks with its AI initiatives. In March, Apple's CEO Tim Cook replaced the head of AI, John Giannandrea, with Mike Rockwell, the vice president of the Vision Pro development group. Rockwell will report directly to Apple's senior vice president of software, Craig Federighi. Prior to Rockwell's appointment, his deputy, Kim Vorrath, was reassigned to the AI department in January to oversee project management, indicating that Apple's leadership had been aware of the issues with its AI development for several months.

Apple's top management, known as the "Top 100," recently held a closed-door annual meeting where AI strategy was a key topic of discussion. This highlights the challenges faced by the consumer electronics giant, which is lagging behind competitors in the AI sector and has shown little progress in catching up. The company's struggles with AI development underscore the broader industry trend of rapid technological advancement and the need for companies to adapt quickly to stay competitive.