Apple’s big AI moment at WWDC 2024 was billed as a turning point for Siri, with promises of a smarter, more personal voice assistant that could understand context, take action inside apps, and use information from your own data to help you get things done faster. Two years later, many of those headline features still haven’t arrived, and Apple is now facing the consequences of expectations it helped set.
Apple has agreed to pay $250 million to settle a class-action lawsuit accusing the company of false advertising tied to Siri’s heavily promoted AI upgrades. The complaint argued that Apple’s marketing created the impression that the new AI-powered Siri experience was imminent and helped persuade buyers to purchase newer iPhone models—particularly the iPhone 16 lineup—based on capabilities that were not actually available.
Back at WWDC 2024, Apple showcased a version of Siri positioned as significantly more personalized and capable. The planned improvements included the ability to complete context-based tasks within supported apps using voice commands, use personal data to provide tailored help (such as finding a podcast recommendation mentioned in a Messages conversation), and understand what’s on your screen to perform related actions. In other words, Siri wasn’t just supposed to answer questions—it was supposed to act like an intelligent assistant that could connect the dots across apps and content.
However, those features have remained out of reach for users so far. Reports have suggested Apple originally targeted a release window tied to iOS 26.4, expected around February 2026, but the rollout has not happened. The same reporting indicates Apple is still working toward a revamped, chatbot-style Siri built on a customized version of Google’s Gemini.
As scrutiny grew, Apple reportedly paused its marketing push around March 2025 while also delaying the debut of the new Siri capabilities. The lawsuit that followed claimed that Apple’s advertising overstated what Siri could do, and that buyers made purchase decisions based on a set of AI features that weren’t delivered as promoted.
Here’s what the settlement means for eligible customers. Anyone who submits a claim can receive $25 per eligible device. Covered devices include the iPhone 16, iPhone 16e, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, as well as the iPhone 15 Pro and iPhone 15 Pro Max. To qualify, the device must have been purchased between June 10, 2024, and March 29, 2025. If fewer people submit claims than expected, the payout per eligible device could rise—potentially up to $95.
While the settlement doesn’t necessarily resolve the bigger question of when Apple’s next-generation Siri experience will actually ship, it does highlight a growing risk for tech companies racing to lead the AI narrative: ambitious demos and bold marketing can drive attention and sales, but they also raise the bar for delivery—and the legal exposure when reality lags behind the promise.
