Apple has agreed to pay a staggering $250 million to settle a lawsuit over false advertising surrounding Siri's AI features, with claims that promised enhancements never materialised.
The settlement covers US iPhone buyers who purchased models in the 16th series between June 2024 and March 2025. While Apple acknowledges delays, it maintains it has introduced numerous new features to Siri across its platforms.
According to court documents, Apple’s advertising was deemed misleading by the Better Business Bureau's National Advertising Division, which criticised claims that Enhanced Siri was available at launch when it clearly wasn’t.
The settlement highlights ongoing challenges for tech giants in delivering on their AI promises, with Apple facing similar issues just a year ago over Siri allegedly overhearing private conversations. Can we trust our digital assistants as much as advertised?
