In June 2024 Apple showed a more personal version of Siri at its developer event. Ads for the iPhone 16, launched that September, promoted the new features. In March 2025 Apple said: “It’s going to take us longer than we thought to deliver on these features.” It pulled an ad starring the actor Bella Ramsey.
Buyers sued for false advertising. One suit said the phones offered “a significantly limited or entirely absent version of Apple Intelligence.” Apple agreed to pay $250 million to settle a class action over the delayed features, pending court approval. Apple maintains that it did nothing wrong.