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Summary: Apple is facing two class-action lawsuits in the US and Canada over its delayed AI-powered Siri features, after hyping them in ads and pushing iPhone 16 upgrades. Behind the scenes, reports reveal Apple’s Siri demos were largely fictional, with internal chaos and budget cuts leaving the assistant far from ready.
When Apple first introduced Siri, it was supposed to be one of the company’s crowning jewels. A smart digital assistant that could do all sorts of things on behalf of the user. These days, Siri is starting to become a liability as Apple is facing more lawsuits over the delayed Siri features it promised.
Siri lawsuits
After promising a shiny, AI-powered version of Siri under Apple Intelligence, the company ended up delaying the entire rollout to next year. Naturally, this didn’t sit well with iPhone 16 buyers. Many upgraded their devices, expecting to use these new features right away. As it turns out, they’ll be waiting an entire year to see what Apple’s revamped voice assistant can actually do.
That frustration has now exploded into not one but two class-action lawsuits. In the US, two plaintiffs claim they were misled by Apple’s aggressive marketing. They are saying they would never have bought the iPhone 16 if they knew the Siri upgrades were vaporware. Over in Canada, a separate lawsuit is playing out in British Columbia, making similar allegations of false advertising.
Apple even pulled an ad featuring Bella Ramsey hyping up the new Siri. Both lawsuits are now demanding damages. If the courts side with the plaintiffs, Apple could be on the hook for payouts to every iPhone 16 owner who bought the device expecting the next-gen Siri experience.
Apple’s Siri woes
It’s very worrying to see Apple headed down this path. A report by The Information reveals the chaos behind the scenes that landed Apple in this mess.
For starters, the Siri demos Apple showed to the public were more or less a work of fiction. The marketing team apparently did not consult with the team working on Siri. The Siri team was surprised to find out about these new features that they were never even working on.
It also shows how some of Apple’s senior leaders dismissed the utility behind AI like ChatGPT. At least until it was too late. One report even suggested that when John Giannandrea, Apple’s head of AI, wanted to upgrade the company’s ageing 50,000 GPUs to make it better when it comes to developing AI capabilities, Apple’s finance chief, Luca Maestri, slashed that budget to less than half. This is despite Apple’s CEO, Tim Cook, giving it the green light.
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