Apple has agreed to pay $250 million to settle a US class-action lawsuit alleging it misled iPhone buyers by advertising advanced, AI-powered features for Siri that were not available when the company said they were. The proposed deal, filed for court approval on Tuesday, resolves claims that Apple promoted “AI capabilities that did not exist at the time, do not exist now, and will not exist for two or more years,” according to the complaint.
The settlement covers roughly 36 million eligible devices — specifically iPhone 16 models and iPhone 15 Pro and 15 Pro Max units — purchased in the United States between 10 June 2024 and 29 March 2025. Under the terms, each class member could receive $25 per device, an amount that could rise to as much as $95 depending on the final number of approved claimants. The agreement includes no admission of wrongdoing by Apple and must still be approved by Judge Noël Wise at a hearing scheduled for 17 June.
Plaintiffs say Apple rolled out an aggressive advertising campaign in 2024 promising a “more personalized” Siri with AI enhancements, then later confirmed those features were indefinitely delayed and pulled the ads. The Better Business Bureau’s National Advertising Division also concluded that Apple had falsely suggested the new Siri was “available now,” a finding cited in the litigation. The complaint also cites a Morgan Stanley survey indicating that an “enhanced Siri” was the single most anticipated feature among potential iPhone buyers, a claim plaintiffs argue helped drive sales.
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Apple declined to admit liability and framed the settlement as a strategic business choice. “We resolved this matter to stay focused on what we do best: delivering the most innovative products and services to our users,” the company told the Financial Times. Plaintiffs’ counsel hailed the deal as a significant victory for consumers. “We are proud to secure a historic settlement on behalf of consumers who should feel confident and protected when deciding where to spend their hard‑earned dollars,” said Ryan Clarkson, founder and managing partner of Clarkson Law Firm, which brought the suit.
The dispute highlights broader tensions between tech companies’ marketing of emergent AI features and the pace at which those features are actually rolled out. Apple first announced its plans for a more capable, personalized Siri nearly two years ago; as of the settlement filing the upgraded assistant has still not been fully released. Plaintiffs argued the promotional push misled buyers into upgrading to the newest iPhone models under the promise of immediate AI benefits.
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If approved by the court, the settlement would join a string of recent legal actions pushing technology firms to face scrutiny for advertising claims and product rollouts tied to AI and data-driven features. The June hearing will determine whether the proposed deal moves forward and the final details of claims processing, including the mechanism for distributing payments to eligible device owners.
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