Apple agreed to pay $250 million to settle a class-action lawsuit accusing the company of falsely advertising artificial intelligence capabilities for its Siri voice assistant in late 2024, according to a filing Tuesday in California federal court.
Under the proposed settlement, Apple would pay between $25 and $95 to U.S. customers who purchased an iPhone 15 or iPhone 16 during the relevant period.
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The California company did not admit wrongdoing in agreeing to resolve the consolidated lawsuit, which centered on claims that Apple overpromised the rollout of its “Enhanced Siri” features as part of its broader Apple Intelligence marketing push.
Plaintiffs argued Apple heavily marketed capabilities that were not yet available on new devices, shaping consumer expectations and purchasing decisions.
“Enhanced Siri features … were not available on the Eligible Devices at the time of sale. Plaintiffs claim that Apple nonetheless saturated the market with these ads,” the filing states.
“Each Plaintiff alleges exposure to Apple’s pervasive campaign and that they would not have purchased the Eligible Devices or would have paid significantly less, had they known Enhanced Siri features were not available.”
The complaint also pointed to consumer backlash and third-party scrutiny as evidence that the messaging was misleading.
“They also claim that numerous purchasers, like Plaintiffs, expressed outrage after discovering that the Enhanced Siri features would be released later than initially anticipated,” the filing continues, adding that interest in an “Upgraded Siri digital assistant” ranked as the most appealing Apple Intelligence feature among prospective buyers in survey data from Morgan Stanley.
Regulators raised similar concerns. The Better Business Bureau’s National Advertising Division found that Apple’s claim that Apple Intelligence was “available now” conveyed that the updated Siri would be ready at launch when it was not.
“In March 2025, Apple informed consumers that Enhanced Siri features would not be delivered until a future date,” the filing notes.
Apple pushed back on the allegations, arguing its marketing accurately reflected a phased rollout and that many features had already been delivered.
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The company said its advertising was not misleading because nearly two dozen Apple Intelligence features were available and emphasized that it had, from the outset, said new capabilities would roll out over time and continue to evolve.
The agreement still requires approval from U.S. District Judge Noel Wise at a hearing scheduled for June 17.
