Apple announced iOS 18 at its WWDC developers conference in June, unveiling one of the most significant software updates in its history. The standout feature in this update is the introduction of Apple Intelligence, a suite of AI-powered tools for iPhone, iPad, and Mac.
Apple Intelligence is expected to launch in October, a month later than initially planned, following Apple’s September iPhone event. When it does become available, the AI features will be free for users, but this might not be a permanent arrangement. Reports suggest that Apple could introduce a paid version of these features down the line.
In July, Bloomberg’s Mark Gurman speculated that while Apple Intelligence will start as a free offering, it could eventually evolve into “Apple Intelligence+,” a premium version requiring a subscription. This view is supported by Neil Shah of Counterpoint Research, who recently told CNBC that Apple might integrate these advanced AI features into an upgraded Apple One subscription, potentially increasing the monthly cost by $10 to $20.
Adding to this, Ben Wood from CCS Insight pointed out that Apple’s track record of monetizing its services makes it likely that the company will charge for its most advanced AI tools. As noted by iMore, he suggested that Apple might introduce a new, even more premium tier within the Apple One bundle to include these features. Given that Apple’s services revenue reached $24.2 billion in the June quarter alone, up from $21.2 billion the previous year, it’s clear why the company would want to explore AI as a new revenue stream.
While users will initially enjoy Apple Intelligence for free, the most powerful features—such as the revamped Siri and image generation capabilities—might eventually come with a price tag. As Apple continues to shift focus from hardware sales to service-based revenue, the potential paywalling of these AI tools could be a strategic move to sustain growth in an increasingly competitive market.
