Tech giant Apple finds itself embroiled in a legal battle as a class-action lawsuit filed in the U.S. District Court in San Jose accuses the company of false advertising and unfair competition.
The lawsuit, lodged on Wednesday, March 19, 2025, centers around Apple’s heavily marketed Apple Intelligence features, which consumers claim have yet to materialize despite promises tied to the iPhone 16 launch.
The Origins of Apple Intelligence
Apple first unveiled its ambitious Apple Intelligence suite at the Worldwide Developers Conference (WWDC) in June 2024.
These AI-driven tools were designed to enhance user experiences across Apple’s ecosystem of devices.
Key features included:
- Personalized Siri: Promised contextual awareness and advanced voice recognition.
- Image Playground: An AI-powered tool for creating and editing images.
- Genmoji: AI-generated personalized emojis.
These features were heavily advertised as transformative upgrades for iPhone 16 and other compatible devices, creating significant consumer excitement.
However, Apple recently confirmed that several advanced capabilities, including the upgraded Siri, would not be available until 2026—well beyond the timeline suggested during its marketing campaigns.
Consumers Claim Misleading Ads Fueled iPhone 16 Sales
The plaintiffs argue that Apple’s aggressive advertising campaigns created a reasonable expectation among consumers that these features would be available upon the iPhone 16’s release in September 2024.
According to the complaint, “Contrary to defendant’s claims of advanced AI capabilities, the products offered a significantly limited or absent version of Apple Intelligence, misleading consumers about its actual utility and performance.”
One specific advertisement featuring actor Bella Ramsey showcased Siri’s contextual abilities—features that remain unavailable.
While Apple pulled the ad from YouTube and added disclaimers to its website following delays, plaintiffs contend that millions of consumers had already purchased devices under pretenses.
The lawsuit further alleges that Apple continued promoting these features even after internal delays were apparent, driving unprecedented excitement and encouraging upgrades at premium price points.
Legal Implications and Industry Scrutiny
Filed by Clarkson Law Firm—the same group that previously sued Google and OpenAI over AI-related practices—the case seeks class-action status and unspecified damages for individuals who purchased devices expecting the full suite of advertised AI features.
This lawsuit underscores growing scrutiny over Apple’s ability to deliver on ambitious promises in an increasingly competitive AI landscape.
Apple has faced criticism for lagging behind rivals like Google and Microsoft, whose AI offerings are already widely available.
Reports suggest internal challenges with Siri’s development have contributed to delays.
CEO Tim Cook reportedly expressed dissatisfaction with progress in this area, leading to leadership changes within Apple’s AI division.
Some insiders speculate that certain delayed features might be scrapped entirely in favor of a rebuilt system.
Apple’s Response and Current Status
Apple has maintained that its phased rollout reflects a commitment to quality over speed.
While some Apple Intelligence capabilities—such as writing tools and notification summaries—were released with iOS 18 updates in late 2024, more advanced features like Siri enhancements remain incomplete.
The promised Siri upgrade requires integration with personal context and cross-app functionality—a technically complex endeavor.
As of now, Apple has not responded directly to the lawsuit but is expected to contest the allegations vigorously.
Impact on Consumer Trust
This legal battle highlights broader concerns about transparency in tech marketing.
With millions of consumers relying on advertised features when making purchasing decisions, companies like Apple face mounting pressure to ensure their claims align with product realities.
Whether this lawsuit will lead to significant changes in industry practices remains to be seen, but it undoubtedly places Apple’s credibility under intense scrutiny.
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