Emma Roth for The Verge:

Apple has stopped listing its Apple Intelligence features as “available now” following an inquiry from the National Advertising Division (NAD). Based on an archived webpage, it looks like Apple removed the claim from the top of its Apple Intelligence page in late March.

I was unfamiliar with BBB National Programs or its National Advertising Division until today. It’s an “independent, nonprofit organization” established “in 1971 as a system of independent industry self-regulation”. Basically, an industry watchdog for truth-in-advertising.

From a brief review of past cases, they seem to do good and valuable work.

It also appears this is the first time Apple has been dinged by NAD for what is effectively misleading or confusing advertising. It drives home just how inadequately prepared the company was with its Apple Intelligence rollout. Either Apple wildly underestimated the amount of work, or outright misrepresented its capabilities. Either is incredibly damning.

This is a godsend for the class-action lawyers. I can see them shiver with anticipation.