Apple is facing a new legal battle over an advertisement that promoted a delayed Apple Intelligence feature. The lawsuit, filed by Clarkson Law Firm in San Jose, claims Apple misled customers into believing the advertised AI capability would be available when iOS 18 launched.
The ad in question featured actor Bella Ramsey asking her iPhone for contextual details about a person she was scheduled to meet. While Apple released many Apple Intelligence tools across iOS 18.1 and 18.2, this specific feature never arrived.
“Coming Soon” Disclaimer at Center of Dispute
At the core of the case is whether Apple’s “coming over the next year” disclaimer was clear enough to prevent confusion. Critics argue the widespread marketing — seen on TV, online, and in print — created the impression that all features would be live from day one.
However, Apple’s defense points to that very disclaimer. Legal experts suggest the vague timeline and the fact that the year is not yet over could weaken the lawsuit’s claims.
Delays Spark Controversy and Internal Pressure
Behind the scenes, Apple reportedly scrambled to finalize the feature in time. A leaked internal meeting revealed frustration about the premature nature of the ad. Additionally, concerns over inaccurate headline summaries — including backlash from the BBC — pushed Apple to delay the tool rather than risk faulty results.
Apple also shuffled leadership to prevent future missteps, suggesting the company is taking the rollout seriously despite the setback.
Will the Lawsuit Succeed?
Legal observers say the case faces an uphill battle. Since Apple never outright promised the feature on a specific date — and clearly labeled it as forthcoming — the courts may find the suit lacks substance.
Even if the claim is dismissed, the episode highlights the high stakes of marketing emerging AI tools. Apple isn’t alone in facing scrutiny, but its deep pockets make it a popular legal target.
For now, users wait as Apple prepares to deliver the promised functionality — hopefully before the clock runs out on its disclaimer.
