The National Advertising Division (NAD) has recommended that Apple revise its advertising claims after determining that the company's promotional materials misrepresented the availability of certain AI features.

While Apple expressed disagreement with some of the NAD's conclusions, the company acknowledged the findings and stated its intent to comply with the recommendations.

Following the ruling, Apple revised its marketing materials, changing its slogan from 'available now' to 'AI for the rest of us' and emphasizing features that are currently live.

These delays have contributed to a broader crisis for Apple, prompting CEO Tim Cook to initiate changes at the corporate level to address these issues.

The investigation revealed that Apple suggested features like Priority Notifications and ChatGPT integration were fully available at the launch of the iPhone 16 and iPhone 16 Pro, when in fact, these features were gradually rolled out between October 2024 and March 2025.

The report also highlights a significant decrease in AI adoption costs, making it 280 times less expensive in under two years, further emphasizing the need for companies to keep pace with technological advancements.

In light of legal and regulatory pressure, Apple has removed the 'Available Now' claim from its Apple Intelligence page.

This decision by the NAD underscores a growing push for increased scrutiny of advertisements in the rapidly evolving AI sector.

Additionally, Apple is facing scrutiny from a lawsuit filed in March 2025 in a US District Court in San Jose, which alleges false advertising regarding the availability of Apple Intelligence features.

As AI adoption continues to rise, with business adoption reaching 78% according to the 2025 AI Index report, the pressure on companies like Apple to deliver on their promises intensifies.

Since its launch in October 2024, Apple Intelligence has faced challenges, including delays and criticism for not delivering revolutionary features.

Apple has acknowledged these delays, stating that the Siri upgrade is now scheduled for release in the coming year, rather than alongside the iPhone 16.