Apple Intelligence hype cost the company $250M
The mishaps around Apple Intelligence have gone beyond denting Apple’s reputation – they have also cost the company $250 million in damages over smarter Siri delays. Think back to the original introduction of Apple Intelligence and you might recall a promotional video that explained how a new and smarter Siri would act as your contextually-smart AI companion, helping you get things done. Almost two years later, that smarter Siri still hasn’t shipped — and while Apple has made major changes in management, AI strategy, and approach, this contextual companion isn’t now expected until later this year. Hopefully. Apple Intelligence can be seen as a Maps-launch style debacle on the part of the company. (Apple even had to deny that the video presentation for those features shown at WWDC 2024 (no longer officially available) was made up.) Apple Intelligence’s $250M punishment The entire affair left some iPhone users unhappy, so they launched a class action lawsuit against the company for dela