Apple has agreed to modify certain advertisements and promotional messaging related to its newest iPhones after the company began selling the devices without some of its promised artificial intelligence features.
The move comes after the BBB National Program’s National Advertising Division (NAD), an industry organization that self-regulates marketing initiatives, encouraged Apple to “modify or discontinue advertising claims regarding the availability of certain features associated with the launch of its AI-powered Apple Intelligence tool” in the United States.
Specifically, the NAD took issue with certain claims made by Apple that promote AI-powered features like priority notifications, image generation tools and the integration of ChatGPT into its Siri smart assistant and various writing tools.
Apple promotes its overall AI-powered service — the company calls it “Apple Intelligence” — as “available now” across certain promotions and advertisements, even though a handful of the features are still in development.
“Although Apple launched these features in staggered software updates between October 2024 and March 2025, NAD found that these claims were not properly supported at the time they were first made,” the organization said. “NAD further found that Apple’s disclosures — such as footnotes and small-print disclosures — were neither sufficiently clear and conspicuous nor close to the triggering claims.
The NAD also took issue with a claim that certain features involving Siri were listed as “Available Now” in promotional materials. While some AI-powered capabilities did debut at the time, many other tools did not, and Apple didn’t clearly convey them at the time, NAD said.
Apple has since removed its “More Personal Siri” video demonstration, though the NAD is still affirming the company modify or remove certain claims related to AI integrations within Siri, while acknowledging that Apple effectively complied before the decision was rendered.
“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 a statement.
Typically, NAD will scrutinize an advertisement or marketing material based on a complaint lodged by a competitor. In this case, NAD said it examined the promotional claims “as part of its marketplace monitoring program.” It wasn’t clear from a statement sent to The Desk on Tuesday if a competitor issued a complaint about Apple’s marketing after the NAD had started its probe.
