Apple has decided to put an end to one of the most talked-about controversies surrounding its leap into generative artificial intelligence: the delay of new features Siri integrated into Apple Intelligence Contrary to what was promised in its presentation, the company has reached a financial settlement to resolve a class-action lawsuit in the United States that accused the iPhone manufacturer of deceptive advertising and unfair competition.
This is no small matter: we're talking about a fund of $250 million to compensate iPhone buyers Those who were sold an “AI-ready” device whose enhanced Siri and several key features failed to arrive within the advertised timeframe. Beyond the financial aspect, the lawsuit raises a question that resonates in Europe as well: to what extent is it acceptable to use AI as a major marketing ploy when many of those capabilities are still unavailable?
How the conflict over the new Siri and Apple Intelligence originated
The core of the dispute lies in the Apple's communication strategy during and after WWDCThat was when Apple Intelligence and a much more advanced version of Siri were unveiled. At that event, the company showcased a virtual assistant capable of understanding context, moving seamlessly between apps, summarizing content, and anticipating user needs, all supported by generative AI models.
However, when the new iPhone 15 Pro and iPhone 16 range arrived in stores, Many of those Siri capabilities simply did not exist in the systemThe brand began to gradually roll out tools such as Genmoji and Visual IntelligenceImage Playground, Visual Intelligence, Live Translation, Writing Tools or Clean Up were all there, but the "more contextual" Siri that had been shown in videos and demonstrations still did not appear.
The plaintiffs alleged that Apple had created a “reasonable expectation” of immediate availability of these features since the commercial launch of the devices. In their complaint, they argued that the advertising and staging of the event implied that the Siri improvements were part of the launch package, when in reality they were in a much earlier stage of development.
The mismatch was so obvious that, according to the case documents, some organizations in the advertising sector in the United States recommended Apple Review messages like “Available now” used in campaigns from Apple Intelligence. This pressure added to the complaints from users who saw how what was shown on screen during the keynotes did not correspond to what they could actually do with their iPhone.
The class action lawsuit: deceptive advertising and unfair competition
The lawsuit was filed in March 2025 on behalf of iPhone buyers compatible with Apple Intelligence in the United States. The central argument was clear: Apple had spread an inflated image of Siri and its AI capabilities, taking advantage of that aura of innovation to boost interest in the new iPhone 15 Pro and iPhone 16 family.
The court documents detail that Apple During WWDC 2024 and in the iPhone 16 campaigns, it showcased a "smarter and more context-aware" Siri.However, as of March 2025, several of these features were still not operational, to the point that the company was forced to withdraw some advertisements and clarify the fine print regarding the availability of Apple Intelligence.
The users involved argued that they were incentivized to buy iPhones “ready for AI” based on characteristics that “did not exist or were materially misrepresented”
The controversy particularly affected the Advanced Siri features integrated into Apple IntelligenceThese features were intended to be the cornerstone of the experience on the new iPhones. Meanwhile, other AI-based options were gradually activated, adding a layer of confusion: users saw new artificial intelligence features on their phones, but not the ones that had been used as the main selling point.
The agreement: $250 million and device compensation
Faced with this situation, Apple opted in December to reach an out-of-court settlement with the plaintiffs. According to the details released, the company will allocate a fund of $250 million (about €213 million) to settle the litigation without going to trial, thus avoiding a long and potentially damaging process for his public image.
The compensation will be structured as follows: direct payments to users who submit a valid claimEstimates suggest that each consumer could receive around $25 per eligible iPhone, although the figure could rise to $95 per device if the total number of claims is lower than expected, or decrease if participation is very high.
The agreement covers iPhones compatible with Apple Intelligence purchased in the United States between June 10, 2024 and March 29, 2025The models included are the iPhone 15 Pro, iPhone 15 Pro Max, iPhone 16, iPhone 16e, iPhone 16 Plus, iPhone 16 Pro and iPhone 16 Pro Max, that is, the range of terminals that Apple had placed at the center of its "AI-ready" narrative.
According to information reported by specialized media, the agreement has already received a preliminary approval by the courtFormal emails are expected to be sent to eligible users within 45 days of this validation. These messages will detail the instructions and deadlines for submitting compensation claims, a key step in ultimately determining how much money each affected user will receive.
Apple's official position and the conflict between marketing and innovation
Although it has accepted the $250 million payment, Apple It has not admitted any irregularities nor acknowledged having deceived consumersIn its statements, the company insists that, since the announcement of Apple Intelligence, “dozens of new features” have been launched for the user, including tools such as Visual Intelligence, Live Translation, Writing Tools, Genmoji and Clean Up.
Similarly, the Cupertino firm emphasizes that the agreement has been signed to to avoid the cost and distraction of prolonged litigation and to be able to “remain focused on doing what we do best”: developing new products and services. In other words, they pay to put the matter to rest and move on, but without officially acknowledging blame.
From the perspective of consumers and regulators, the case highlights a fundamental issue: gap between marketing narrative and actual technology availabilityIn the midst of the AI race, with competitors like Google, OpenAI, and Samsung launching assistants and generative features at breakneck speed, Apple reportedly felt the need to showcase an ambitious vision for Siri and its ecosystem before having all the pieces ready for everyday use. Indeed, there was no shortage of external reactions such as the Pixel 10 campaign which satirized the delay.
This mismatch poses an increasingly visible risk in the technology sector: making artificial intelligence the central focus of commercial discourse before practical experience is matureWhen the reality of the product does not match the hype generated, the result is usually a combination of user frustration, reputational damage and, as in this case, legal actions that force a review of messages and promises.
Impact on users and European context
In economic terms, for a company the size of Apple, $250 million represents a relatively manageable impactHowever, the symbolic impact of the agreement is much greater: it serves as a warning to the company itself and to the rest of the sector about the limits of advertising when it comes to features still under development.
In Europe, where the The regulatory framework for consumer protection and commercial communication is particularly demandingA case like this is closely scrutinized. Although the agreement is limited to users in the United States, the precedent could influence how Apple and other companies present their AI advancements in markets like Spain, where both authorities and consumer associations tend to react quickly to potentially deceptive practices.
The episode also coincides with a period of intense regulatory activity in the European Union regarding artificial intelligence, with the AI Act and other initiatives aimed at ensuring transparency and accountabilityAll of this paints a picture in which major manufacturers will have to be more careful about what they promise, how they promise it, and the timeframes in which they commit to delivering those innovations.
For users, both in the United States and in Europe, the case of the delayed AI features in Siri And Apple Intelligence serves as a reminder that not everything you see in a keynote is ready to use the day you buy the device. The fine print about "coming later" or "arriving in a future update" is more important than ever, especially when talking about technologies as complex and constantly evolving as generative artificial intelligence.
Taken together, this agreement regarding the delay of AI features in Siri and Apple Intelligence offers a clear lesson for the industry: The pressure to lead the AI narrative cannot outpace the reality of the product.Apple avoids a lengthy trial, compensates affected iPhone owners, and maintains its commitment to artificial intelligence, but the episode draws a line in the sand about how far technological promises can be stretched without ultimately returning in the form of mistrust, regulatory scrutiny, and additional legal costs.
