Apple issued an official position in Korea and pushed back against allegations of false and Director advertising over its artificial intelligence (AI) feature "Apple Intelligence." It is unusual for Apple to respond directly to a complaint from a domestic consumer group.
On the 8th, Apple said in a statement that it could not accept the claims by Seoul YMCA and would continue to consult with the Korea Fair Trade Commission on the matter. Apple said it values its relationship with users in Korea and has focused on improving the quality of its products and services.
The key question is whether Apple, while selling new iPhone models, conveyed that Apple Intelligence features would be available earlier than they actually were. Apple countered that it added Korean support to Apple Intelligence last year and that users in Korea can access AI features premised on privacy protection.
The Seoul YMCA Citizen Mediation Office the previous day criticized that the Korea Fair Trade Commission (FTC) has failed to reach a conclusion for more than a year after receiving allegations that Apple violated the Act on Fair Labeling and Advertising. The group argued the investigation has effectively been delayed because the commission has not actively used its statutory powers, such as requesting data submissions and ordering ads to be suspended.
In the United States, the same controversy has expanded into a compensation issue. Apple proposed a $250 million settlement in a consumer class-action lawsuit over delays in providing Siri's AI features. If the deal wins court approval, some iPhone 15 Pro and iPhone 16 buyers in the United States could receive $25 to $95 per device. However, Apple did not admit unlawful conduct and has not presented a separate compensation plan for Korean consumers.
Apple Intelligence expanded to multiple languages, including Korean, after the iOS 18.4 update, but supported devices and features are limited. Eligible models include all iPhone 16 models, the iPhone 15 Pro lineup, and iPad and Mac with M1 or later, and some features vary by region and language. Because of this, the domestic probe is likely to focus less on the fact that "AI features exist" and more on how consumers perceived the timing and scope of availability at the time of advertising.
Attention is on whether the Korea Fair Trade Commission (FTC) will accelerate its investigation following Apple's public rebuttal and whether U.S.-style compensation talks will spread to Korea.