Apple, once hailed as a champion of user privacy, is now at the center of a heated legal dispute after accusations that its voice assistant, Siri, was recording private conversations without user consent.

A class action lawsuit claims that these recordings were not only captured but also leaked to advertisers for the purpose of personalising marketing, sparking outrage among device owners who feel their privacy was violated.

The case dates back to 2019 when Apple had employed contractors to listen in on private Siri conversations, including sensitive discussions about sexual acts, medical appointments, and even drug deals.

Although Apple had previously disclosed that Siri recordings might be listened to, it was unclear that human contractors were involved in the process—an omission that has fueled the current legal battle.

According to the latest lawsuit, Apple failed to inform users that their conversations were being recorded, let alone shared with third parties.

Two plaintiffs, in particular, allege that after speaking about Nike Air Jordan shoes, they were bombarded with ads for the product.

Another plaintiff claims a private medical conversation about a specific treatment was later used to target him with ads for the very service.

While Apple has yet to admit any wrongdoing and continues to deny the allegations, including the assertion that conversations were sold to advertisers, the tech giant has agreed to a $95 million settlement to avoid prolonged litigation.

The company, however, made it clear in a filing that it “denies any and all alleged wrongdoing,” despite the settlement’s approval.

The settlement, which covers U.S. Apple users who had a device with Siri between September 17, 2014, and December 31, 2024, could serve as a wake-up call for tech companies everywhere, raising questions about the true cost of convenience in an era where personal data is increasingly monetized.

With no concrete evidence linking Siri conversations directly to advertisers, the case highlights a growing concern about tech companies’ responsibility to protect user privacy.

Apple’s move to settle without admitting guilt leaves many questions unanswered—questions about just how far companies are willing to go in the name of personalisation and profit.

Users will be required to attest under oath that Siri was activated unintentionally and recorded a private conversation.