Apple faced a collective lawsuit in the United States due to the fact that the Apple Intelligence features, which he promoted last year, was still not fully presented. The plaintiffs have purchased their iPhone and other Apple devices with the expectation that they will access these new generation artificial intelligence capabilities; However, he argues that Apple does not offer these features on a timely and comprehensive way. The case was presented to the federal court in San Jose of California on 20 March 2025.
In the case file, Apple’s promotional campaigns create a certain and reasonable expectation for consumers. In particular, devices such as iPhone 15 Pro and M3 chip Mac will fully support the Apple Intelligence system. However, it is stated that these features are either incomplete or completely inaccessible after the launch of the products. The plaintiff argues that this situation misleaded users and that Apple makes unfair profits with wrong advertising applications.
Apple Intelligence was announced as a comprehensive artificial intelligence system that the company introduced in the summer of 2024 and aims to improve users’ daily experiences. The system includes many functions such as written content summarizing, smart text suggestions, special commands with Siri integration. However, most of these features are said to come with iOS 18 with limited access, although it is said to come with limited access or not at all. This caused a crisis of confidence not only in the presence of users, but also in Apple’s internal management.
Apple Intelligence delay creates discomfort within the company
According to Bloomberg, Apple CEO Tim Cook’s confidence in John Giannandrea, who is responsible for artificial intelligence development processes, is shaken. Giannandrea is known as an experienced manager who has previously worked in Artificial Intelligence departments on Google. But the delays in Apple Intelligence’s development and launch process seem to have caused dissatisfaction in Apple’s top management. The company’s leader of the company’s leader of the company reveals this discomfort. These developments signal that the company can go to strategic changes in artificial intelligence investments.
However, the case is associated not only with Apple’s technical delays, but also to a lack of transparency for consumers. Users argue that after purchasing their devices, Apple Intelligence is not given enough information that they will be active on a certain date, so they make their decisions with misleading information. It is not yet clear how Apple will make a defense during the trial process.
All these developments may cause Apple to fall back in the productive artificial intelligence competition with competitors such as Microsoft, Google and OpenaI. While these companies bring artificial intelligence products together with users earlier and actively, Apple’s current situation may pose a risk in terms of consumer trust and brand reputation. Depending on the course of the case, Apple can be expected to adopt a more transparent and timely approach in marketing policies and product development processes.