Apple is under scrutiny from Brazilian consumer protection authorities after the Procon Carioca, Rio’s consumer defense agency, issued a formal notice over allegations of misleading advertising regarding artificial intelligence features on its iPhones launched since 2023.
According to an exclusive report by Tecnoblog, the Procon Carioca opened an administrative procedure last Friday (May 8) to investigate potential violations of Brazil’s Consumer Defense Code, including alleged omissions, failure to deliver promised features, and a lack of clear and adequate information to consumers.
The controversy centers on Apple’s “Apple Intelligence” campaign, which accompanied the launch of the iPhone 16. In promotional materials, Apple claimed the technology would enable a wide range of AI-powered tasks directly on the device. However, more than two years after the launch, many of these features have yet to materialize.
The situation has also sparked legal action abroad. In the United States, a class-action lawsuit led to Apple agreeing last week to pay up to US$95 (about R$465) to each affected iPhone buyer, at a total cost of US$250 million (roughly R$1.23 billion). The settlement covers iPhone 16, iPhone 16e, iPhone 16 Plus, iPhone 16 Pro, iPhone 16 Pro Max, iPhone 15 Pro, and iPhone 15 Pro Max, pending judicial approval, according to U.S. media.
One of Apple’s promotional videos, featuring actress Bella Ramsey interacting with Siri, has since disappeared from the company’s official YouTube channels. In the video, Ramsey’s character asked the iPhone to identify someone she had met, implying the device could access a knowledge base to provide the answer. Apple executives later apologized for what they called “exaggerated” claims.
The Procon Carioca has demanded that Apple provide detailed answers within 20 days, including:
- Which AI features were actually delivered at launch
- How this information was communicated to Brazilian consumers
- Which advertising materials were used in Brazil
- The timeline for delivering the announced features
- Data on consumer complaints and the number of affected users
- What corrective or compensatory measures are planned
The agency emphasized that the case raises fundamental issues of consumer relations, including good faith, transparency, and the obligation to fulfill advertised promises.
Apple has not issued a public statement regarding the Procon Carioca’s notice or the U.S. settlement, according to Tecnoblog.
Source: Tecnoblog
