Apple has agreed to pay $250 million to settle a false-advertising class-action lawsuit accusing the firm of overhyping its Apple Intelligence options—particularly a promised AI overhaul of Siri that plaintiffs say never materialized and, in accordance to their attorneys, could not arrive for years.
The announcement comes simply before Apple is supposedly set to lastly unveil some type of AI-enhanced Siri at its developer convention in June, which might mark one other swing at detailing a radically improved digital assistant for the iPhone.
The authorized grievance says that Apple allegedly saturated the market with misleading advertisements, inducing customers to buy iPhones primarily based on “the promise of sure Enhanced Siri options” that Apple had first introduced at its Worldwide Builders Convention in 2024, a couple of months forward of the launch of the iPhone 16.
The proposed settlement, filed Tuesday in California federal courtroom, is one among the largest Apple has ever reached. It covers solely US clients who purchased any mannequin of an iPhone 15 or iPhone 16 between June 10, 2024, and March 29, 2025. Relying on the declare, those that qualify might probably obtain up to $95 per machine.
Courtroom paperwork state {that a} $250 million widespread fund will present profitable claimants with “a presumptive per-device fee of $25 for every eligible machine, which can lower or improve up to $95 per machine relying on declare … The Settlement additionally displays that Apple anticipates delivering further Siri Apple Intelligence options in future software program updates at no further price.”
The documentation goes on to cite that Apple’s promoting additionally drew the consideration of the Higher Enterprise Bureau’s Nationwide Promoting Division, which discovered that “Apple’s declare that Apple Intelligence is ‘accessible now’ conveyed that the up to date Siri was accessible at launch, when it was not.” In March 2025, Apple advised customers that Enhanced Siri options would not be delivered till a future date.
The settlement, which is awaiting a decide’s approval, consists of no admission of fault by the firm. Marni Goldberg, an Apple spokesperson, gave a statement to The New York Occasions claiming that with “the launch of Apple Intelligence” Apple has “launched dozens of options throughout many languages that are built-in throughout Apple’s platforms,” however the firm has “resolved this matter to keep centered on doing what we do greatest, delivering the most modern services to our customers.”
Apple acknowledged final 12 months that its AI upgrades to Siri have been falling delayed. In a press release to Daring Fireball in March 2025, Apple spokesperson Jacqueline Roy stated the firm had “been working on a extra personalised Siri, giving it extra consciousness of your private context, in addition to the capacity to take motion for you inside and throughout your apps” however confirmed that it was going to take the firm “longer than we thought to ship on these options, and we anticipate rolling them out in the coming 12 months.”
The following day, Apple reportedly pulled an advertisement starring Bella Ramsey displaying the actor utilizing a model of Siri that is able to answering the question “What’s the identify of the man I had a gathering with a few months in the past at Cafe Grenel?”
The is the second time in as a few years Apple’s voice assistant has price the firm dearly. In Could final 12 months, Apple agreed to pay out $95 million to settle a class-action lawsuit over claims Siri listened in on personal conversations.
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