Apple Intelligence, as announced at Apple’s last WWDC conference, promises to revolutionize user interaction with iPhones and Macs. This new AI-driven feature will streamline tasks like retrieving messages and images, eliminating the need for users to manually search for information. However, the high costs associated with AI development have sparked discussions among analysts about whether Apple should charge users up to $20 as a subscription fee to access an enhanced version of Siri.
The rollout of Apple Intelligence will occur gradually over the next two years, with significant improvements to Siri, such as the ability to handle complex queries, expected by 2025. Speculation has arisen regarding whether Apple will charge for these advanced features to offset the expenses of deploying AI and building new data centers.
Analysts suggest that these features might be bundled into Apple One, a $20 monthly subscription that includes services like Apple Music and iCloud storage.
Apple has a history of offering both paid and free features in a way that might seem counterintuitive. For example, its Emergency SOS feature, which is free for the first two years on iPhones, has been extended and expanded with new functionalities.
Similarly, Apple Intelligence might need to be free initially to attract users, particularly since it will only be available on the latest iPhones and M-series Macs and iPads. This strategy would encourage adoption and drive sales of new devices.
Despite the delays in the release of Apple Intelligence, with some features pushed back to October instead of the expected September launch with iOS 18, users in the beta stream have started testing early versions.
So far, the enhancements are modest, with Siri becoming slightly more conversational but still limited in functionality. As competitors like Samsung and Google offer free on-device chatbot features, there is no immediate pressure for Apple to charge for its AI.
In the long run, paying for AI features may become inevitable as companies work to convince users of their value. Although none have yet made a compelling case for why users should pay for AI-driven tools, Apple may be the first to do so once users see the benefits. When that happens, the introduction of subscription fees for Apple Intelligence could become a reality.