Apple’s Siri Delay Spurs $250 Million US Settlement, Opening Door for Samsung

Siri AI features for iPhone delayed

Apple agrees to $250 million US settlement

Samsung and Google could exploit the gap

In AI phones, execution matters more than promises

Apple has hit an unexpected obstacle in the race for AI smartphones. The company’s upgraded Siri, touted as a key point of differentiation for the iPhone, did not arrive on time. That has now led to a proposed class-action settlement in the US. As smartphone makers rush to market AI features, promoting capabilities that are not yet available is emerging as a new risk.

Apple has agreed to a $250 million settlement in a US class-action lawsuit tied to delays in Siri AI features, according to industry officials and foreign media reports on May 10. The agreement still requires court approval, and Apple has not admitted wrongdoing. Still, the case is notable because delays in smartphone AI features have escalated into class-action litigation.

The proposed settlement covers US consumers who bought the iPhone 16 series and the iPhone 15 Pro or Pro Max during a certain period. The suit centers on claims that Apple heavily promoted Apple Intelligence and upgraded Siri features during last year’s Worldwide Developers Conference, or WWDC, and in iPhone 16 marketing, but some key functions were missing when the products launched.

Apple promoted a context-aware Siri, but key features were missing at launch

Siri is at the center of the controversy. At WWDC 2024, Apple introduced Apple Intelligence and said Siri would understand personal context and handle more complex tasks across apps. The company pitched it as an AI assistant that could deliver more personalized responses and actions using on-device information including messages, schedules, photos and email.

But when the iPhone 16 went on sale, many of the Siri upgrades consumers had expected were not available. Apple later rolled out some Apple Intelligence features in stages. Even so, Siri’s core capabilities — understanding personal context and carrying out tasks across apps — were delayed.

The episode has drawn criticism because it clashes with Apple’s long-standing image of delivering polished software. Apple controls its hardware, operating system, chips and app ecosystem, a structure that had led many to view the company as well positioned in on-device AI. But the delays have fueled questions about whether Apple is falling behind Samsung Electronics and Google in turning AI features into services consumers can actually use.

The settlement carries broader implications because AI has become a central marketing tool for premium smartphones. If features consumers expected at the time of purchase do not arrive on schedule, the issue can go beyond a delayed update and turn into a matter of trust.

Galaxy emphasizes AI features users can use now

As Apple faces criticism over Siri delays, Samsung Electronics and Google are drawing fresh attention. Samsung made Galaxy AI a headline feature of the Galaxy S26 series unveiled earlier this year. After branding the Galaxy S24 lineup in 2024 as an AI phone, the company has continued to use AI as a key marketing theme for its flagship smartphones through the S25 and now the S26.

Samsung has highlighted features such as real-time interpretation, text summarization, image editing and search assistance. Rather than centering its pitch on a sweeping vision of a large-scale AI assistant, the company has focused on applying AI to functions users rely on most, including calls, messages, photos and search.

Samsung is also not limiting AI features to new devices. Through One UI updates, the company has gradually expanded some AI functions to older Galaxy models. The latest One UI 8.5 update is also being extended to existing devices including the Galaxy S25 series, though timing and feature availability vary by model and region.

That shows the AI phone race is no longer only about selling new handsets. It is also becoming a contest over how quickly companies can deliver new features to existing users. As Apple faces trust questions because of Siri delays, Samsung is widening the reach of its AI features through the Galaxy S26 series and One UI updates.

Google is also stepping up efforts to spread AI across the Android ecosystem. The company will hold “The Android Show” on May 12 and host Google I/O 2026 on May 19-20. One of the main questions at those events is how AI features on Android smartphones will evolve.

Google’s advantage is Android itself. If the company integrates its Gemini AI model more deeply into the platform, manufacturers including Samsung could use it to bring AI features to market faster. While Apple must focus on improving its in-house AI experience within the iPhone, Samsung and Google can extend AI features across the broader Android ecosystem.

Can Apple restore confidence in AI at WWDC in June?

For Apple, WWDC 2026 on June 8-12 could offer a chance to change the narrative. The company may unveil additional features tied to the next version of iOS and Apple Intelligence. Because the controversy centers on delayed Siri upgrades, the key issue will be how clearly Apple lays out the quality and release timing of its AI features.

The issue may not be Apple’s alone. As smartphone makers push AI as a key differentiator in premium devices, the gap between aggressive marketing and the actual user experience could become a burden for other companies as well.

Still, the fallout for Apple on consumer trust could be significant. Lee Hong-joo, a professor of consumer science at Sookmyung Women’s University, said trust is bound to decline. People bought the product believing it would deliver what was promised. If those promised features are missing, that is not a simple omission but something that undermines trust in the brand.

Lee added that repeated experiences like that could also damage customer loyalty. At the same time, the controversy could create an opening for rivals. As competition over AI features becomes a core factor in smartphone purchases, consumers are beginning to focus on features that work now. If a rival becomes embroiled in controversy over promised AI capabilities, companies that keep their promises and win over consumers with AI that works today rather than AI of the future could ultimately gain market share over the long term.

Hong Min-seong, Hankyung.com reporter mshong@hankyung.com