Apple is facing mounting pressure to clean up its AI marketing after a key watchdog flagged misleading claims about the availability of its new Apple Intelligence features.

Watchdog Flags Misleading AI Advertising

The National Advertising Division (NAD) has recommended that Apple stop promoting its AI tools, including enhanced Siri upgrades, as immediately available. The company had heavily marketed these features under the “available now” label following the iPhone 16 launch, giving users the impression that tools like Priority Notifications, Genmoji, Image Playground, and ChatGPT integration were ready to use out of the box.

However, NAD concluded that Apple’s messaging “reasonably conveyed” an inaccurate impression. The watchdog also criticized Apple’s use of fine print, stating that disclaimers on feature availability were “neither sufficiently clear and conspicuous, nor close to the triggering claims.”

Apple Pulls Ads, Updates Messaging

In response, Apple has removed the “available now” phrasing from its Apple Intelligence page, as verified through archived versions of the site. The tech giant also pulled its “More Personal Siri” TV commercial, featuring actress Bella Ramsey, which showcased AI-powered Siri capabilities that are not yet live.

While some features are now trickling out through iOS updates—especially on the latest iPhone 15 Pro and newer models—Apple has clarified that many of the AI upgrades, particularly for Siri, won’t arrive until later this year. The company has now shifted its AI marketing to focus on tools that are currently available, like the photo-editing feature “Clean Up.”

Consumer Trust and Legal Scrutiny

This isn’t Apple’s first AI stumble. Back in January, the company suspended an AI news summary tool after it began displaying inaccurate information. Meanwhile, Apple is also facing class-action lawsuits from consumers who claim they were misled by its promotional materials.

To align with the NAD’s recommendations, Apple has now adopted the more tempered slogan: “AI for the rest of us.” Though the company disagrees with parts of the watchdog’s assessment, it has indicated it will comply with the suggested changes.

As market trends continue to shift toward AI-driven innovation, Apple’s cautious retreat signals how critical transparency has become in tech advertising—especially as competition from Google and Microsoft intensifies in the AI space.