Apple’s highly anticipated AI feature suite, Apple Intelligence, has faced setbacks since its unveiling. Introduced during WWDC 2024 in June, the tech giant showcased a variety of AI-powered tools designed for the iPhone 16 series and other upcoming devices. One of the main attractions was a more advanced and conversational version of Siri. Initially slated for release with the iOS 18.4 update, the Siri upgrade has yet to materialize, with Apple indefinitely postponing its launch. Despite the delay, Apple continued to heavily market these features, which has now triggered a lawsuit from frustrated consumers.
Filed in the U.S. District Court in San Jose, the proposed class-action lawsuit accuses Apple of false advertising and seeks compensation for users who purchased iPhones and other devices advertised to support Apple Intelligence. The plaintiffs argue that despite promotional claims, the promised AI features are still unavailable.
Accusations of Misleading Promotion
The lawsuit asserts that Apple’s advertising misled customers by showcasing advanced AI capabilities—especially the revamped Siri—that were not available at the time of purchase. Consumers were led to believe that these features would be available upon launch, encouraging many to upgrade their devices prematurely.
Although Apple later acknowledged the delay, it continued to promote these features for months. The company eventually withdrew the ads, but only after widespread public anticipation had already been generated. According to the complaint, Apple knowingly marketed non-existent functionality, breaching consumer trust.
“Apple’s advertisements cultivated a clear and reasonable consumer expectation that these transformative features would be available upon the iPhone’s release,” the filing states. It adds, “In reality, the devices delivered a watered-down or completely absent version of Apple Intelligence, misrepresenting the product’s true capabilities.”
Internal Shifts and Delayed Timeline
Reports indicate that internal dissatisfaction may have contributed to the delay. Bloomberg reported that CEO Tim Cook had lost faith in AI chief John Giannandrea‘s ability to deliver on Siri’s AI enhancements. In response, Apple has appointed Mike Rockwell, head of the Vision Products Group and the mastermind behind the Apple Vision Pro, to lead the Siri team moving forward.
Siri has long been considered behind the curve in AI innovation. To stay competitive, Apple recently began integrating third-party AI tools such as ChatGPT into its ecosystem. However, the much-hyped Siri upgrade—intended to provide a conversational experience rivaling modern AI assistants—has been delayed beyond its original June timeline.
Employees from Apple’s AI division have indicated that the new Siri may not debut until iOS 20, pushing its potential release date out to 2027 or later.
