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At WWDC 2024, Apple unveiled its AI-powered digital assistant, Siri, showcasing a suite of intelligent features originally expected to be available immediately. However, due to developmental delays, the AI enhancements to Siri have yet to be released.
Apple Intelligence also plays a pivotal role in the marketing campaign for the iPhone 16 series, with advertisements highlighting features such as Image Playground, Genmoji, and the AI-driven Siri.
Upon deciding to postpone the AI upgrade for Siri, Apple retracted promotional material—particularly from platforms like YouTube—that emphasized a more personalized Siri experience. Simultaneously, Apple appended disclaimers regarding the Siri AI capabilities on its official website.
According to the plaintiffs:
Apple’s advertising saturated the internet, television, and other media outlets, cultivating a clear and reasonable expectation among consumers that these transformative features would be available upon the release of the iPhone.
Contrary to Apple’s representations of cutting-edge AI functionality, the actual Apple Intelligence features delivered are severely limited—or entirely absent—misleading consumers about their true capabilities and performance.
More troubling still, Apple promoted these products based on exaggerated AI capabilities, persuading consumers that the devices they were purchasing included features that either did not exist or were grossly misrepresented.
The lawsuit further claims that the marketing of Apple Intelligence stirred unprecedented excitement among consumers, as Apple sought to convince them to upgrade to the latest iPhone models at a premium price to gain access to these capabilities.
Filed in the U.S. District Court in San Jose, the suit has not yet been certified as a class action. However, the plaintiff—Clarkson Law Firm, which has also initiated legal proceedings against Google and OpenAI—appears poised to pursue class action status. Should that occur, Apple may be compelled to compensate purchasers of iPhone 16 series devices. As of now, the plaintiff has not specified the amount of damages being sought.
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