Jerome Lawson, the lead singer of 1970s a cappella group The Persuasions, filed the lawsuit in Los Angeles on Tuesday (24Jan17), accusing Apple chiefs of using a sample of the band's Good Times hit without proper permission.

Jamie XX cleared the sample with the songwriter and The Persuasions star Jimmy Hayes before including the track on his 2015 album In Colors.

Lawson contends that Apple and ad executives at Media Arts Lab have violated his right of publicity under California law.

"Lawson's voice is prominent and recognizable in the Apple commercial," the complaint reads, with the singer's legal representatives insisting their client's voice was recognised by fans who saw the commercial and those fans "were deceived into falsely believing that Lawson endorsed Apple and the iPhone and/or that Lawson consented to the use of his voice to advertise Apple's products."