Apple Intelligence is currently offered for free to users of the iPhone 15 Pro, iPhone 15 Pro Max, iPhone 16 series, iPads, and Macs with Apple M-series chips through updates to iOS, iPadOS, and macOS.
However, Apple Intelligence is currently not as complete as the demo presented at WWDC 2024. Full integration of its features is expected to take a few more months, and Apple will continue to develop and add new functionalities in the years ahead.
In an interview with Wired, Tim Cook was asked about the possibility of charging for Apple Intelligence. He stated that this technology is as important as multitouch technology on the iPhone, which was also provided for free. He likened Apple Intelligence to multitouch—a groundbreaking technology that paved the way for the development of touch-based devices like the iPhone and iPad. Just as we no longer discuss multitouch support on iPhones or Android devices because it has become a standard feature, Apple Intelligence is expected to achieve similar ubiquity.
However, this comparison is somewhat inaccurate. While multitouch has seen incremental improvements, Apple Intelligence and AI, in general, are poised to make significant strides in the coming years, garnering public attention. Some advanced features in the future may potentially come with a fee.
The author personally believes that paying for a safe, private, and ad-free AI experience is acceptable. However, Cook’s perspective on keeping Apple Intelligence free in the near future is understandable. iPhone users already pay a premium for their devices, a trend likely to continue for years, even as Apple catches up with its competitors.
Although rumors suggest premium subscription plans for Apple Intelligence may emerge by 2027, Cook has refrained from confirming any long-term plans. If Apple were to develop a cross-device operating system based on Apple Intelligence, similar to the concept in the movie Her, a subscription model might be considered.
Regarding Artificial General Intelligence (AGI)—the goal of OpenAI and other companies—Cook stated that AGI is not Apple’s top priority. However, the company is closely monitoring its progress. For now, Apple remains focused on delivering AI that is “good enough to change people’s lives.”