"Do I Get Compensation as an iPhone User?" Apple to Pay $360 Million to U.S. Consumers for 'Incomplete AI'... What About Korea?

Apple has agreed to pay US consumers a settlement of $250 million (approximately 367 billion won) because it failed to equip its iPhone series and other new products with artificial intelligence (AI) features in a timely manner. Compensation of up to 140,000 won per person is expected to be paid, but since the payments are limited to consumers in the US, there are criticisms that this amounts to discriminatory treatment against users in Korea and other global markets.

Yonhap News Agency

According to major IT media outlets such as 9to5Mac on May 5 (local time), Apple reached this settlement with shareholders and consumers in a class action lawsuit regarding the delay in introducing Apple Intelligence and the next-generation Siri. Apple did not admit any legal responsibility or wrongdoing as part of the settlement.

Under the agreement, consumers in the US who purchased certain models of the iPhone 15 series (15 Pro, 15 Pro Max) and the iPhone 16 series (iPhone 16, 16 Pro, 16 Pro Max, 16e) between June 10, 2024, and March 29, 2025, will be eligible for compensation. The compensation is $25 (about 36,700 won) per device, and the amount may increase or decrease depending on the number of claimants. The maximum compensation per person is $95 (about 140,000 won).

The plaintiffs in this lawsuit argued, "Apple deceived investors and consumers with false advertising, even though it did not have a functioning prototype."

Apple faced this class action lawsuit in the US because it failed to deliver key AI features it had previously announced. At its annual Worldwide Developers Conference (WWDC) 2024, held in 2024, Apple unveiled its AI service, Apple Intelligence, and announced that core features, including a 'personalized Siri,' would be integrated into iOS 18, the new mobile operating system (OS) to be released that fall.

However, due to delays in feature development, the AI functions actually available to users were limited to writing tools, emoji creation, and image editing. Some features, such as personalized Siri, have still not been implemented. Personalized Siri is a feature where the AI model learns from a user's personal data—including text messages, emails, calendars, and apps used—and allows Siri to respond to user requests in a customized manner. It can even operate apps on behalf of users, thus incorporating elements of an AI agent.

In Korea: "Delayed AI Feature Launch Is Fraudulent"

The delay in launching Apple's new AI features was due to difficulties in the development process. While OpenAI and Google rapidly established models and infrastructure for AI services, such as large language models (LLMs), Apple was seen as slow to respond in the early stages of the AI market.

As a result, Apple signed a contract with Google in January and decided to use the Gemini model for its next-generation AI services. Google, which develops the Android OS, is considered Apple’s biggest competitor. Consequently, Apple’s AI services, including Apple Intelligence and personalized Siri, will operate based on Gemini. The new AI features powered by Gemini are expected to be available in the next OS, iOS 27, which will be unveiled at the Worldwide Developers Conference (WWDC) 2026 next month.

Because Apple limited the settlement to US consumers, controversy over discrimination against global consumers has become unavoidable. Similar issues have occurred in other countries, including Korea, but the compensation plan only applies to US consumers. Apple also faces a class action lawsuit in Canada for the same reason, and in Korea, civic groups such as the Seoul YMCA have reported Apple to the Fair Trade Commission, claiming that the delayed launch of AI features constitutes a violation of the Act on Fair Labeling and Advertising and fraudulent conduct.

A Korean consumer expressed concern, saying, "Consumers in non-English-speaking countries, including Korea, have been left behind in AI feature support, and now they may be excluded from the compensation process as well," adding, "This could not only further erode trust in Apple but also reignite controversy over discrimination against global consumers."

This content was produced with the assistance of AI translation services.