Apple Defends Against Claims of Misleading Marketing, Says Siri Feature Delay Doesn’t Justify Class Action
Apple Faces Legal Challenge Over Siri Delay
Apple is seeking to dismiss a consolidated class action lawsuit filed in the U.S. over the delay of certain personalized Siri features promised as part of its Apple Intelligence suite. The features, which were originally announced at WWDC 2024, were later postponed in March 2025 — prompting a wave of lawsuits from iPhone 16 buyers who alleged false advertising.
- Plaintiffs claim they would not have bought the iPhone 16 — or would’ve paid less — if they’d known the Siri features would be delayed.
- The legal complaints have since been merged into a single class action case.
Apple’s Legal Response: Delay ≠ Deception
In court documents filed on Thursday, Apple’s legal team argued that the delay of just two Siri features cannot justify the “sweeping claims” made in the lawsuit.
“Plaintiffs complain about the timing of release of two features, despite the near-two dozen Apple Intelligence features that have already been delivered,” Apple’s lawyers wrote.
The two delayed features at the center of the lawsuit include:
- Personal context awareness – Siri understanding user-specific data (e.g., plans mentioned in Mail or Messages).
- Deeper in-app controls – More interactive voice control across apps.
Apple Intelligence: Majority of Features Already Delivered
Apple highlighted that over 20 Apple Intelligence features have already rolled out with iPhone 16, including:
- Writing Tools
- Genmoji
- Image Playground
- Priority Notifications
- Smart System Settings Adjustments
These tools aim to enhance productivity, personalization, and communication — and Apple claims these improvements provide tangible value to all iPhone 16 users, regardless of the Siri delay.
No Breach of Warranty, Apple Argues
Apple’s lawyers also pushed back on claims of breach of warranty, stating that the company was transparent from the beginning that Apple Intelligence features would roll out gradually over time.
- Apple maintains that its marketing did not guarantee a fixed timeline for Siri’s advanced capabilities.
- Plaintiffs, the company argues, have already benefitted from multiple hardware and software upgrades, including an improved camera system, faster chip, and better display tech.
CEO Comments and Timeline
In July 2025, Apple CEO Tim Cook reassured users that the personalized Siri features were progressing well, with an expected release sometime in 2026.
The delayed Siri capabilities are expected to include:
- Deeper contextual understanding (e.g., recognizing personal events, contacts, messages).
- Enhanced on-screen awareness, where Siri can better interpret what’s on display.
- Smarter app control, allowing users to ask Siri to perform actions within third-party and native apps.
Example: Asking Siri about “Mom’s flight and lunch plans” would trigger real-time cross-app data retrieval from Mail, Messages, and Calendar.
What Happens Next?
The court will now review Apple’s motion to dismiss. If the motion is denied, the class action could proceed, potentially requiring Apple to:
- Justify its marketing claims related to Apple Intelligence.
- Address consumer expectations around delayed features in flagship devices.
- Revisit communication strategies around future software rollouts.
For now, Apple stands firm in its defense that the iPhone 16 delivers substantial value, and that the feature delay does not constitute deception or damage.
