Consumers in British Columbia, Canada, have initiated a class action lawsuit against Apple, alleging the company engaged in misleading advertising regarding the AI features of the iPhone 16 series. Upon purchasing the devices, these consumers discovered that the touted "Apple Intelligence" functionalities were not included in the initial release and might not become available until 2027. As a result, the plaintiffs have accused Apple of fraud, breach of contract, and unjust enrichment, and are seeking financial compensation. While Apple has yet to issue an official response, the incident has already sparked widespread public scrutiny of the company's marketing transparency, potentially jeopardizing its brand reputation. Notably, Apple has encountered similar lawsuits in the United States for comparable issues in the past.