Apple Settles Over Siri Feature Availability Claims
The proposed settlement aims to resolve a class-action lawsuit that challenged Apple’s advertising of its new AI capabilities. Plaintiffs argued that consumers purchased supported devices based on the impression that headline Apple Intelligence features were immediately available. This perception was fostered during the crucial iPhone 16 launch cycle.
Timeline of Apple Intelligence Rollout and Legal Challenges
Apple first unveiled Apple Intelligence at WWDC on June 10, 2024. The company described a sophisticated system capable of leveraging personal context, understanding on-screen information, and taking actions across various applications. While Apple Intelligence began its rollout with iOS 18.1 on October 28, 2024, the company itself noted that more advanced Siri features, including personal context capabilities, would arrive later “in the months to come.”
This distinction became central to the lawsuit. Beyond the courtroom, Apple also faced scrutiny from the National Advertising Division (NAD). On April 22, 2025, the NAD recommended that Apple modify or discontinue certain availability claims regarding Apple Intelligence. The NAD concluded that “Available Now” language could mislead consumers into believing multiple headline features were ready at the iPhone 16 launch. During the inquiry, Apple permanently discontinued the “More Personal Siri” demo.
Impact on Eligible iPhone Owners
The proposed class encompasses approximately 37 million U.S. devices. This includes all iPhone 16 models, such as the 16e, and the iPhone 15 Pro and 15 Pro Max. Eligible devices must have been purchased between June 10, 2024, and March 29, 2025. According to settlement documents, claimants could receive $25 per device. This amount might increase to up to $95 per device, depending on the total number of valid claims filed.
What Comes Next for Apple and AI Marketing
The settlement highlights the growing risks associated with roadmap marketing in the consumer technology sector, especially concerning artificial intelligence features. Unlike minor conveniences, AI functionalities are often presented as significant behavioral changes, making delays more impactful. A court approval hearing for the settlement is scheduled for June 17, 2026, before Judge Noel Wise in the Northern District of California. Final customer payouts are contingent on this judicial approval.
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