Apple has agreed to a proposed $250 million settlement over claims that it oversold Apple Intelligence features for recent iPhones — especially the smarter, more personal Siri that many users expected to arrive with the iPhone 16.
Important note first: this settlement is for US customers, not Malaysia. According to the proposed terms, it covers people in the US who bought any iPhone 16 model or the iPhone 15 Pro between June 10, 2024 and March 29, 2025.
Eligible claimants could receive $25 per qualifying device, though that amount may move up or down depending on how many people file claims. Clarkson Law Firm, which brought the class action, says payouts could go as high as $95 per device depending on claim volume and other factors.
What was the lawsuit about?
The case centred on Apple’s marketing around Apple Intelligence, the company’s big AI push announced at WWDC in June 2024. Apple showed off several AI-powered features, including a more capable Siri that could understand personal context better.
But when the iPhone 16 launched in September, the experience was not exactly the full AI future many people thought they were buying into. Apple marketed the phones as being “built for Apple Intelligence,” but a lot of the headline features were either missing, limited, or scheduled to arrive later.
The lawsuit argued that Apple’s ads created a reasonable expectation that Apple Intelligence would be available when the iPhone 16 launched. It claimed buyers instead received a much more limited version of the feature set, or in some cases, features that were not there yet.
Apple has denied wrongdoing. In a statement to The Verge, Apple spokesperson Marni Goldberg said the company settled so it could stay focused on delivering new products and services. Apple also said it has already launched many Apple Intelligence features, including Visual Intelligence, Live Translation, Writing Tools, Genmoji, Clean Up, and more.
Why Malaysian iPhone fans should care
Even though Malaysians are not part of this US settlement, this story matters a lot if you are shopping for an iPhone here. iPhones in Malaysia are not cheap — the iPhone 16 series sits firmly in premium flagship territory — so buyers expect promised features to arrive properly, not just eventually.
For Malaysian users, the bigger question is simple: are you buying the phone for what it can do today, or what Apple says it will do later?
That matters especially for AI features, because availability can differ by country, language, and rollout schedule. A feature demoed in the US does not always land in Malaysia at the same time, with the same language support, or with the same usefulness for local daily life. If you are paying flagship money in RM, “coming later” should not be the main reason you upgrade.
Apple has since rolled out features like Image Playground, Genmoji, and ChatGPT integration in Siri. But the more personalised Siri — arguably one of the most exciting parts of Apple’s AI pitch — was delayed and is now expected later this year.
There was also pressure on Apple’s advertising. In April, the National Advertising Division recommended that Apple change or stop using its “available now” claim on the Apple Intelligence page. Apple also removed an iPhone 16 ad featuring Bella Ramsey using the upgraded Siri.
The takeaway
This is not just an Apple problem. The whole tech industry is in a messy AI marketing phase right now, where every device suddenly wants to be “AI-powered.” For gamers, creators, students, and everyday Malaysian users, the smart move is to judge products based on features that are live, useful, and supported in your region.
Apple Intelligence may still become genuinely useful. But this settlement is a reminder: hype is not a feature, bro.
Source: The Verge