Apple has agreed to a $250 million (€230 million) settlement following allegations that it misled customers about artificial intelligence features linked to its Siri virtual assistant, in a case that highlights growing scrutiny of big tech marketing practices during the global AI race.
The settlement, announced on Tuesday, comes after a class-action lawsuit filed in the US District Court for the Northern District of California. The case claimed Apple promoted advanced AI capabilities for Siri that were not yet available at the time of marketing, particularly around the launch of the iPhone 16 in 2024.
As part of the agreement, some iPhone owners in the United States could receive payments ranging from $25 (€23) up to $95 (€87) per device, depending on how many claims are submitted. The total settlement could ultimately be adjusted based on participation levels.
The lawsuit covers approximately 37 million devices sold between 10 June 2024 and 29 March 2025. Eligible models include all versions of the iPhone 16 series, as well as the iPhone 15 Pro and iPhone 15 Pro Max.
According to court filings, consumers alleged that Apple’s marketing for its “Apple Intelligence” software suite created the impression that new Siri features were already functional or imminent, when in reality they remain under development. The complaint argued that this gap between promotion and delivery amounted to misleading advertising.
If approved by the court, the settlement would rank among the largest Apple has paid in a consumer class-action case. Customers affected will be notified by email or post and directed to a dedicated claims process, according to the filing.
Apple confirmed the settlement in a statement, saying it had been reached to resolve claims relating to the availability of certain features. The company added that the decision was intended to allow it to focus on product development and future updates.
“We resolved this matter to stay focused on doing what we do best, delivering the most innovative products and services to our users,” Apple said.
The case comes at a time when Apple is under pressure to keep pace with competitors in the artificial intelligence sector. Rivals including Google and Samsung have already expanded their AI-driven features across devices, while Apple’s promised overhaul of Siri has yet to be fully released.
The company is expected to unveil further details on its updated Siri system later this year, with a possible announcement at its annual developer conference next month.
The settlement adds to broader questions over how technology companies communicate emerging AI capabilities to consumers, particularly as competition intensifies and expectations around smart assistants continue to rise.
