BBB confronted Apple on Apple Intelligence claims

Apple’s promoting of Apple Intelligence features branded as problematic by BBB’s NAD

Apple’s artificial intelligence rollout has been anything but smooth, so much so that the BBB National Programs’ National Advertising Division spurred the company to rethink its claims to customers.

Apple’s had a rough time trying to get its artificial intelligence, which it calls Apple Intelligence, into the hands of its customers. Between backlash over incorrect notification summaries and multiple delays, it seems like Apple can’t catch a break.

On Tuesday, the National Advertising Division (NAD) released a statement chiding Apple for dishonest advertising. The division had launched an inquiry into the matter after receiving claims that the company had been promoting features that did not yet exist.

In the statement, NAD called Apple’s former “Available Now” claim at the top of the Apple Intelligence page “unqualified.”

NAD notes that while Apple rolled out many of the features between October 2024 and March 2025, it had misled the public into thinking these features had been available since launch. It found that “Apple’s disclosures— such as footnotes and small-print disclosures— were neither sufficiently clear and conspicuous nor close to the triggering claims.”

Apple has added footnotes pointing out which features are not yet available

Additionally, it mentions the Siri debacle, pointing out that Apple had previously included the new, improved Siri under the “Available Now” header. Apple has since added footnotes saying the feature will be added at a later date and discontinued the “More Personal Siri” video demonstration.

In its advertiser statement, Apple stated, “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.”

NAD has recommended that Apple avoid conveying the message that features are available when they are not, though Apple has already made the necessary changes to comply.

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