Apple is facing a proposed class action lawsuit alleging false advertising related to its products’ AI capabilities. The suit, filed last week in federal court, claims that Apple misled consumers about the features and performance of its “Apple Intelligence” AI technology. According to the complaint, Apple heavily promoted the AI capabilities of its devices, particularly the iPhone, through an extensive advertising campaign in 2024.
The company touted groundbreaking enhancements to its Siri voice assistant, such as Priority Notifications and improved personalization, which were supposed to be available upon the release of the iPhone 16. However, the plaintiffs argue that many of these promised features have yet to materialize, and the existing AI functionalities do not perform as advertised. Users have reported issues such as poor voice assistant responses and inaccurate predictive text, which they claim do not align with the high standards promoted by Apple.
The lawsuit alleges violations of various California consumer protection laws, fraud, negligent misrepresentation, and breach of contract.
Apple faces false advertising claims
The plaintiffs contend that Apple’s marketing deceived millions of consumers into purchasing new phones based on features that do not exist, persuading them to choose Apple products over competing devices.
Apple has not yet publicly responded to the lawsuit, but the company recently acknowledged that some AI personalization improvements planned for Siri would be delayed until 2026. The case also highlights the reported internal shuffling of AI executives at Apple, with Mike Rockwell taking over Siri management from AI chief John Giannandrea. The lawsuit comes when Apple faces increased competition in the AI market from rivals such as Microsoft, Alphabet, Amazon, and Meta.
Some industry analysts have questioned whether Apple’s struggles to deliver strong AI products are a symptom of broader execution issues at the company. As the AI market continues to expand, the outcome of this lawsuit could have significant implications for how tech companies market their AI-powered products in the future. The case also underscores growing consumer frustration with what they perceive as overblown promises about the capabilities of AI technology.
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