Apple's promise of revolutionary AI features for its latest flagship devices has landed the tech giant in legal hot water across North America. Customers who purchased the iPhone 16 based on marketing that showcased advanced Siri capabilities are now filing lawsuits after learning these features won't arrive until next year.
The Growing Legal Challenge
Apple is now facing multiple class-action lawsuits in both the United States and Canada over its delayed Apple Intelligence features, particularly the promised overhaul of Siri. The legal complaints center on allegations of false advertising and unfair competition after the company heavily marketed AI capabilities for the iPhone 16 lineup that have since been postponed until 2025. Two plaintiffs in California federal court explicitly stated they would never have upgraded to the new devices had they known these features wouldn't be available at launch. Similarly, a separate lawsuit has been filed in British Columbia, Canada, making comparable claims about misleading marketing practices.
Key Lawsuit Information:
- Two class-action lawsuits filed: one in California, USA and one in British Columbia, Canada
- Main allegation: False advertising of Apple Intelligence features, particularly Siri enhancements
- Plaintiffs claim they wouldn't have purchased iPhone 16 devices without the promised features
- Both lawsuits seeking damages with amounts to be determined at trial
Marketing Versus Reality
The controversy intensified when Apple was forced to pull an advertisement featuring actress Bella Ramsey that demonstrated the enhanced Siri capabilities in action. This move came after the company announced the delay of its Apple Intelligence features, creating a disconnect between what was advertised and what consumers actually received. Both lawsuits are seeking damages from Apple, with the exact amount to be determined during trial proceedings. If judges rule against Apple, the company could be required to compensate all class members who purchased iPhone 16 devices specifically to access the new Siri features.
Behind-the-Scenes Turmoil
According to reporting from The Information, the situation stems from significant internal problems at Apple. The Siri demos shown to the public were reportedly largely fictional, with the marketing team failing to consult with the actual Siri development team. This led to the awkward situation where the Siri team was surprised by features being advertised that they weren't actually developing. Additionally, there appears to have been executive-level disagreement about AI investments, with Apple's finance chief Luca Maestri allegedly cutting the budget for GPU upgrades needed for AI development to less than half of what was initially approved by CEO Tim Cook.
Reported Internal Issues at Apple:
- Siri demos shown to public reportedly did not reflect actual development status
- Marketing team allegedly failed to coordinate with Siri development team
- Budget for AI development infrastructure (50,000 GPUs upgrade) reportedly cut by CFO Luca Maestri
- Apple Intelligence features now delayed until 2025
Implications for Apple's AI Strategy
This legal challenge comes at a critical time for Apple as it attempts to catch up with competitors in the artificial intelligence space. The company's delayed entry into generative AI has already put it behind rivals like Google and Microsoft. These lawsuits not only represent potential financial liability but also damage to consumer trust at a time when Apple is trying to position itself as an AI innovator. The situation highlights the risks of marketing features before they're fully developed, especially when those features are being used as key selling points for premium devices.
What This Means for iPhone 16 Owners
For current iPhone 16 owners who purchased their devices expecting the advanced Siri features, the wait continues. Apple has committed to delivering the promised capabilities in 2025, but the exact timeline remains unclear. If the lawsuits succeed, affected customers might receive compensation, though the amount would likely be determined through the legal process. In the meantime, iPhone 16 users will have to make do with the current version of Siri while waiting for the AI enhancements that were prominently featured in the product's marketing campaign.
