Apple has agreed to pay $250 million to settle a false advertising class-action lawsuit accusing the company of overpromising AI upgrades to Siri that were never delivered. The proposed settlement was filed in May 2026 in California federal court and is awaiting a judge’s approval.
The lawsuit alleged that Apple saturated the market with deceptive ads inducing consumers to buy iPhones based on “the promise of certain Enhanced Siri features” first announced at the company’s Worldwide Developers Conference in June 2024, ahead of the iPhone 16 launch. Plaintiffs’ lawyers argued those features never materialized and may not arrive for years.
The settlement covers US customers who purchased any model of an iPhone 15 or iPhone 16 between June 10, 2024 and March 29, 2025. Eligible claimants could receive a baseline payment of $25 per device, which may increase or decrease up to $95 per device depending on the claim.
The settlement includes no admission of fault by Apple. In a statement to The New York Times, Apple spokesperson Marni Goldberg said the company “resolved this matter to stay focused on doing what we do best, delivering the most innovative products and services to our users.”
Apple acknowledged in early 2025 that its Siri AI upgrades were behind schedule. Spokesperson Jacqueline Roy confirmed in March 2025 that delivering a more personalized Siri had taken “longer than we thought,” with a rollout anticipated “in the coming year.” The following day, Apple reportedly pulled an advertisement featuring actor Bella Ramsey demonstrating Siri capabilities that were not yet available.
The Better Business Bureau’s National Advertising Division also weighed in, finding that Apple’s claim that Apple Intelligence was “available now” falsely implied the updated Siri was ready at launch when it was not.
This marks the second major Siri-related settlement in two years. In May 2025, Apple paid $95 million to resolve a separate class-action lawsuit claiming Siri had listened in on private conversations.
Source: WIRED