Apple faces lawsuit for delayed Apple Intelligence rollout, consumers allege deceptive marketing

Apple

Apple introduced Apple Intelligence (AI system developed by Apple) at its Worldwide Developers Conference (WWDC) in June 2024, highlighting advancements in AI-powered writing tools, image processing, and an upgraded Siri. However, the Cupertino-based tech giant confirmed that its additional AI-powered enhancements to Siri are taking longer than projected and are now expected to arrive ‘in the coming year.’

With this delay, the tech giant now faces a big challenge as its consumers want to penalize the brand for its false advertising of AI features. Moreover, with AI becoming a critical part of most people’s tech routine, this delay puts Apple at a disadvantage as rivals like Google and OpenAI push forward with their advancements.

Apple hit with lawsuit over AI promises: Key details

Apple is facing a class-action lawsuit alleging that the company misled consumers about its AI-driven Apple Intelligence features. The lawsuit was filed last week in the U.S. District Court for the Northern District of California. It claims that the company falsely advertised AI capabilities that were not yet available, prompting Apple device users to update their devices quickly in the hope of getting these upgrades.

The lawsuit seeks damages for affected customers who purchased iPhones and other Apple products based on these promises. It also highlights how promotional materials, including advertisements featuring celebrities like Bella Ramsey, misled buyers. These ads were later taken down.

While Apple has not officially responded to the lawsuit, the delay has reportedly led to internal leadership changes at the company. According to Bloomberg, Apple’s CEO Tim Cook has reshuffled AI leadership to address the backlash and regain public trust. However, the tech giant is unlikely to see leniency from the court and could face strict scrutiny because of such misleading promotions.