Apple is facing a class-action lawsuit alleging false advertising and unfair competition related to the delayed launch of its Apple Intelligence features. The suit, filed Wednesday in U.S. District Court in San Jose, California, claims Apple misled consumers about the availability and capabilities of its AI-powered tools.
Apple heavily promoted its Apple Intelligence features at its June 2024 developer event, generating significant consumer anticipation. However, the company recently announced that some advanced AI capabilities, including enhancements for Siri, will be delayed until 2026.
The lawsuit argues that Apple’s pervasive advertising campaign created a “clear and reasonable consumer expectation” that these features would be available upon the release of new iPhones and other devices. This marketing push, the suit claims, fueled excitement and encouraged consumers to upgrade at premium prices, differentiating Apple from competitors in the AI race.
The complaint alleges that the actual Apple Intelligence features delivered fell short of the advertised capabilities, misleading consumers regarding their utility and performance. Furthermore, the suit contends that Apple knowingly promoted its products based on these exaggerated claims, leading consumers to believe they were purchasing devices with non-existent or misrepresented features. The plaintiffs seek damages for customers who purchased the latest iPhones and other Apple Intelligence-capable devices, claiming they did not receive the promised functionality.
Earlier in March 2025, Apple confirmed the delay, stating that the development of a more personalized and context-aware Siri was taking longer than anticipated. The company expects to roll out these features in the coming year. Adding to the challenges, Bloomberg reported that Apple has restructured the leadership team responsible for Siri’s AI features.
This lawsuit underscores broader concerns about Apple’s competitiveness in the rapidly evolving AI landscape. Delays in delivering promised features could erode consumer trust and provide an advantage to rivals like Google and Microsoft.
This case raises questions about the balance between generating excitement for new technology and managing consumer expectations realistically. The outcome of this lawsuit could have significant implications for how tech companies market and deliver AI-powered features in the future.
The lawsuit was first reported by Axios. MaagX has reached out to Apple for comment and will update this article upon receiving a response. For further reading, you can find the original report from Axios here: https://www.axios.com/2025/03/20/apple-suit-false-advertising-ai-intelligence and Apple’s confirmation of the delay via Reuters: https://www.reuters.com/technology/apple-says-some-ai-improvements-siri-delayed-2026-2025-03-07/ and Bloomberg’s report on the leadership overhaul: https://www.bloomberg.com/news/articles/2025-03-20/apple-vision-pro-chief-mike-rockwell-named-siri-head-giannandrea-keeps-ai-role.
