The Bella Ramsey Apple Intelligence ad that disappeared, and why Apple is now facing a false advertising lawsuit

The mystery of the disappearing ad

News By John-Anthony Disotto published 21 March 2025

(Image credit: Apple)

• Apple is facing a lawsuit due to false advertising
• Clarkson Law Firm claims Apple 'misled customers' with Apple Intelligence-powered Siri
• It comes after Apple delayed the AI-powered voice assistant

Apple Intelligence continues to dominate headlines for everything but its AI capabilities, as Apple now faces a lawsuit for false advertising over its AI-powered Siri.

The lawsuit, which Axios originally reported, claims Apple has falsely advertised its Apple Intelligence software that launched alongside the iPhone 16 lineup of smartphones.

The lawsuit claims that Apple has misinformed customers by creating "a clear and reasonable consumer expectation that these transformative features would be available upon the iPhone's release".

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Now, six months after the launch of the iPhone 16 and iPhone 16 Pro, some of the Apple Intelligence features showcased in promotional campaigns have been delayed, with no expected release schedule.

Most notably, the lawsuit highlights an ad starring The Last of Us actor, Bella Ramsey, where Ramsey showcased Siri's AI capabilities including personal context and on-screen awareness to help them schedule appointments. That ad, which was available from September, has now been removed from YouTube following the announcement of Siri's delay.

Filed in San Jose, California, by Clarkson Law Firm, which has previously sued Google and OpenAI, the lawsuit targets Apple's iPhone features that haven't shipped yet and not the capabilities of Apple Intelligence features like Genmoji that have.

You can read the full lawsuit online, but the key argument reads, "Contrary to Defendant's claims of advanced AI capabilities, the Products offered a significantly limited or entirely absent version of Apple Intelligence, misleading consumers about its actual utility and performance. Worse yet, Defendant promoted its Products based on these overstated AI capabilities, leading consumers to believe they were purchasing a device with features that did not exist or were materially misrepresented."

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