Apple Agrees to $250 Million Settlement Over Delayed Siri AI Features
The company has agreed to pay up to $250 million to settle claims that it misled customers by heavily promoting advanced AI-powered Siri features that were not available when many users bought their iPhones.
The proposed settlement mainly affects customers in the United States who purchased Apple iPhone 16 models and certain Apple iPhone 15 Pro devices between June 10, 2024, and March 29, 2025. If approved by the court, eligible users may receive compensation ranging from $25 to as much as $95 per device, depending on how many claims are submitted.
Why Apple Was Sued
The lawsuit focused on Apple’s marketing around “Apple Intelligence,” the company’s AI platform announced during WWDC 2024.
At the event, Apple showcased a much smarter version of Siri that could understand personal context, perform advanced actions across apps, and deliver more natural conversations. The company promoted these features heavily while launching the iPhone 16 series.
However, according to the lawsuit, many of those promised Siri capabilities were either missing, incomplete, or delayed far beyond the original timeline. Plaintiffs argued that Apple created the impression that these AI features would be available at launch, influencing many customers to upgrade their devices.
The complaint accused Apple of advertising “AI capabilities that did not exist at the time,” while continuing to market the phones as “built for Apple Intelligence.”
Siri AI Features Still Haven’t Fully Arrived
Although Apple later rolled out some Apple Intelligence tools like Genmoji, Writing Tools, Image Playground, and ChatGPT integration, the more advanced Siri experience shown during Apple’s presentations still has not fully launched.
Reports now suggest the upgraded Siri may not arrive until 2026, much later than originally expected.
The delays also attracted attention from advertising regulators. The Better Business Bureau’s National Advertising Division reportedly recommended that Apple modify or discontinue claims suggesting the features were already available. Apple later pulled one of its Siri-focused ads featuring actor Bella Ramsey.
Apple Denies Wrongdoing
Despite agreeing to the settlement, Apple has not admitted any wrongdoing.
In a statement, the company said it chose to resolve the matter so it could remain focused on “delivering the most innovative products and services” to users. Apple also highlighted several AI features it has already launched across its devices.
The settlement still requires court approval before payments can officially move forward.
Growing Pressure in the AI Race
The lawsuit comes at a time when competition in AI-powered smartphones is becoming more intense. Companies like Google and Samsung have been rapidly expanding AI features inside their devices, while Apple has faced criticism for moving more slowly with Siri improvements.
Many Apple users were expecting a major leap in Siri’s intelligence after the company’s announcements in 2024. Instead, the delays have raised questions about whether Apple rushed its AI marketing ahead of having the technology fully ready.