Seoul YMCA, which has criticized Apple for false and exaggerated advertising regarding artificial intelligence (AI) features, recently criticized the Apple Intelligence feature, which has been announced to support the Korean language, saying it is "nothing more than a shell missing key features."
On the 3rd, Seoul YMCA stated in a news release, "Apple announced that it supports Apple Intelligence through this iPhone operating system (iOS) 18.4 update, but key features such as 'on-device next-generation AI Siri' and 'personalized information provision' advertised are missing." The organization pointed out, "In relation to this, a consumer class action has been filed in the United States, and the central issue of the lawsuit is that Apple's advertising misled consumers into purchasing at a premium price by suggesting that the product had features that it actually does not possess."
Seoul YMCA noted, "Concerns about the feature not functioning properly, contrary to advertising, had already been raised internally at Apple and have been used as a basis for the lawsuit," adding, "However, Apple continues to sell the product while emphasizing 'Korean Apple Intelligence' on its official website."
It further stated, "Apple is strongly urged to inform consumers exactly which features are excluded, as the functions supported through the update are different from what was originally advertised, without missing any details."
Seoul YMCA reported that it filed a complaint against Apple with the Fair Trade Commission, which has begun an investigation into potential violations of the Fair Labeling and Advertising Act. It also called for the Fair Trade Commission to act strictly through a swift investigation and action, as well as prosecution to prevent further consumer harm.