The case, which has called into question the importance and focus on privacy that Apple has always defended, refers to possible “accidental” activations of the assistant and the alleged use of that information for advertising purposes.
Apple pays a million and closes an important trial
The origin of the controversy dates back to 2019, when it came to light that Apple contractors were analyzing Siri recordings to improve its performance. These employees revealed that they had heard confidential datasuch as medical information, important negotiations, and even users’ intimate moments. Although Apple never hid the fact that the recordings were evaluated by humans, its privacy terms did not make clear that this analysis included direct supervision.
The class action lawsuit was filed by users who claimed to have received specific ads after discussing particular products or topics. For example, one of the plaintiffs claimed that after mentioning Air Jordan and Olive Garden, he began seeing related advertising on his devices. Another stated that after speaking with his doctor about surgical treatment, he received advertisements about that procedure.
Although there is no conclusive evidence that Apple shared Siri recordings with advertisers for advertising purposes, those affected argued that the company did not adequately disclose these practices. According to them, if they had known, they would never have purchased Apple devices.
Initially, the lawsuit was dismissed in 2021 due to lack of concrete evidence. However, it was reintroduced months later, focusing on recordings allegedly used for “targeted advertising,” allowing the case to move forward.
In the settlement agreement, Apple continues to deny all allegations and emphasizes that its privacy policies have always protected users’ identities. According to the company, any data collected by Siri is taken as a anonymous data and is not linked to specific people. However, they decided to pay this amount to prevent the process from being prolonged.
Is Siri spying on us?
The court has already preliminarily approved the settlement, which states that any owner of a Siri device purchased between September 17, 2014 and December 31, 2024 in the United States may be eligible for compensation. Those affected may claim up to $20 per devicewith a maximum of five devices.
Since the scandal broke, Apple has made major changes to the management of Siri. In 2019, it temporarily suspended its testing program, stopped using third-party contractors, and added some options for users to delete Siri recordings or block its analysis. Additionally, in the following updates, it started processing part of the requests directly on the devices, thus reducing the amount of data sent to its servers.
In the coming months, a website will be enabled where affected users will be able to submit their claims. Applications will be open until May 15, 2025and payments will be made once the process is completed. Although the sum seems small compared to Apple’s revenue, this case underscores the importance of transparency and privacy in the digital world.
