The Allegations
The lawsuit claims that Apple engaged in false advertising and unfair competition by heavily promoting Apple Intelligence features—most notably, an enhanced Siri—before they were actually available.
The complaint states that Apple’s marketing campaign created a “clear and reasonable consumer expectation” that these features would be accessible upon purchase. However, Apple has since confirmed that key elements of Apple Intelligence, including the upgraded Siri, will not arrive until later in 2025.
A particular point of contention is an Apple ad from September 2024 featuring Game of Thrones and The Last of Us actor Bella Ramsey showcasing Siri’s new capabilities—capabilities that are now delayed. Apple has since removed the ad from YouTube, but the lawsuit argues that the company has failed to retract or correct other misleading marketing materials that promised AI features at launch.
The Impact on Consumers
The plaintiffs, represented by the Clarkson Law Firm, claim that Apple’s marketing strategy led consumers to purchase expensive new iPhones and other Apple Intelligence-enabled devices under false pretences. The lawsuit states that Apple leveraged the excitement around AI to encourage upgrades at premium prices while knowing that the advertised capabilities were not ready.
Apple’s AI Struggles and Leadership Shakeup
Apple announced its AI initiative, Apple Intelligence, in June 2024, at a time when it was already trailing competitors like Google, Microsoft, and OpenAI in the AI space.
The company promised a suite of AI-powered features, including a smarter Siri capable of integrating personal data securely across apps. However, Apple recently admitted that these features require more development time and will not roll out as planned.
Industry analysts have noted that while Apple has shipped some AI features—such as custom emojis, writing assistance, and ChatGPT integration—the most anticipated features, such as Siri’s enhanced contextual awareness, remain unavailable. Critics argue that this delay further highlights Apple’s challenges in keeping up with the rapidly evolving AI landscape.
In response to these struggles, Apple is making changes to its executive ranks. Bloomberg News reported that Mike Rockwell, the vice president in charge of the Vision Products Group, will now oversee Apple’s Siri virtual assistant. CEO Tim Cook has reportedly lost confidence in AI head John Giannandrea’s ability to execute product development.
As a result, Rockwell, known for his work on the Vision Pro headset, will report to software chief Craig Federighi, effectively removing Siri from Giannandrea’s control. Meanwhile, Paul Meade, a hardware engineering leader for the Vision Pro, will take over the Vision Products Group.
Apple had previously announced that some AI-driven Siri improvements would be delayed until 2026, without providing a clear reason for the setbacks.
What’s Next?
The lawsuit is part of a broader trend of legal challenges surrounding AI, with the same law firm previously suing Google and OpenAI over their AI practices. However, this case is distinct in that it targets a company for advertising AI features that did not materialise rather than for the AI technology itself.
Apple’s AI delay has already caused concern within the company, with executives reportedly calling the situation “ugly” and “embarrassing.” As AI development across the tech industry accelerates, Apple’s missteps in this area could have lasting consequences, both legally and competitively.
