Following an inquiry by the U.S. National Advertising Division (NAD), Apple has removed the "available now" text from its Apple Intelligence page. The NAD found that the text misled consumers by implying all features listed were immediately accessible, a claim Apple disputes but has chosen to respect. Notably, many promised features like Genmoji and enhanced Siri functionalities are set for release in future updates, delaying expectations initially set around the launch of iOS 18.1. The NADâs decision, while not legally binding, reflects the organization's role in ensuring truthful advertising practices in the U.S.
The National Advertising Division recommended that Apple discontinue the "available now" text on their Intelligence page, after an inquiry found it misleading regarding feature availability.
Apple's statement notes that despite disagreeing with the NAD's findings, they chose to comply with the recommendation to respect oversight on advertising claims.
The personalized Siri features promised by Apple Intelligence will not be available until next year, pushing back expectations originally set during the iOS 18.1 release.
The NAD deemed that the footnotes clarifying future availability of features were not clear enough, leading to compliance with their recommendations.
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