Apple will pay $250 million to settle claims over delayed AI upgrades for Siri. This is another legal and reputational issue for the Apple Intelligence launch.
The settlement ends a lawsuit in California federal court. The case started after Apple announced new AI upgrades at its 2024 developer conference, but then released new iPhones missing some promised Siri features.
Peter Landsheft filed the lawsuit in 2024, saying Apple’s AI marketing made people expect new Siri features with the latest iPhones that fall. Apple later announced the Siri AI overhaul would not be ready until 2026. Executives now say the new Siri features will be shown at Apple’s annual developer conference next month.
Consumers may receive payments if approved
ConsumerAffairs reported that the settlement could apply to U.S. customers who purchased eligible iPhone 15 Pro, iPhone 15 Pro Max, or iPhone 16 models between June 10, 2024, and March 29, 2025. Depending on the number of claims filed, eligible consumers could receive between $25 and $95 per device if the proposed settlement receives court approval.
The dispute centers on claims that Apple misled customers about “AI-powered Siri features” that were promoted but delayed or missing. The report said some consumers bought expensive new iPhones expecting a more advanced, personalized Siri experience when the devices launched.
Apple denies wrongdoing
Apple did not admit any fault as part of the settlement, which still needs a judge’s approval.
Reuters reported that Apple said it has released many other AI features since launching Apple Intelligence in 2024 and settled the case to stay focused on “delivering the most innovative products and services” to users.
Apple denied any wrongdoing and agreed to settle to avoid a long legal fight. The report noted Apple has released some Apple Intelligence features over time, like Genmoji, writing tools, and ChatGPT integration, but said the bigger Siri update is still delayed.
Why the Siri delay became a legal problem
The case highlights a growing problem in AI marketing: companies often promote future features before they are fully ready. The lawsuit argued Apple created unrealistic expectations by advertising Siri features that arrived much later than promised or had not launched at all.
Findings from the Better Business Bureau’s National Advertising Division said Apple’s marketing language, including claims that Apple Intelligence was “available now,” could mislead consumers into thinking the upgraded Siri experience was already available.
A warning for AI product launches
The settlement could send an important message to the tech industry as AI becomes a key selling point for smartphones, laptops, apps, and other services.
The case highlights growing scrutiny over how companies market AI features before they are ready. Delayed AI features can lead to legal trouble when marketing promises outpace product delivery.
For Apple, the settlement helps the company move past this dispute over Siri’s delayed upgrade, but it does not remove the bigger pressure.
Apple has made Apple Intelligence a key part of its next software era, and the upcoming developer conference is now even more important.
Apple needs to show not just what Siri could become, but that its AI promises will arrive when users expect them.
