Apple Intelligence: You Didn't Really Think Apple's AI Would Be Free, Did You ?

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Apple Intelligence's advanced features could cost between $10 and $20 per month, according to analysts at Counterpoint Research. This strategy would be consistent with Apple's approach to premium services.

Apple One, the brand's bundled service offering, could serve as a springboard for the launch of Apple Intelligence. Currently priced at $20 per month, the plan provides access to six services, including Apple Music, Apple TV+, and iCloud+.

“AI investments are costly. Apple will look for ways to pass those costs on to users. The Apple One subscription model is a lucrative option to do so,” says Neil Shah of Counterpoint Research.

This approach is not unlike that of other tech giants. OpenAI, Google, and Microsoft already offer premium versions of their AI services, with advanced features reserved for paying subscribers.

AI, a colossal investment for companies

The development and deployment of AI models represents a very significant investment for companies. OpenAI is said to have spent no less than $8.5 billion on AI training and recruitment. Despite this, the company is still making losses.

This strategy aims to offset the high costs associated with developing and operating AI models. This includes not only research and development, but also server and energy costs, which are rapidly increasing in the face of growing demand.

Not such a risky bet

Apple's decision to potentially charge for its AI service could raise eyebrows. That's without counting on brand loyalists, who are more likely to pay than other consumers.

“Apple is one of the few connected device companies that has successfully monetized its value-added services, explains Ben Wood, research director at CCS Insight. It has accustomed its users to paying for premium services. It is therefore not excluded that Apple may choose to charge for the most advanced features of its Apple Intelligence offering.”

Apple's unique position on the market, with its base of loyal users accustomed to premium services, could therefore work in its favor. The brand has already proven its ability to effectively monetize its services, where others have failed.

It remains to be seen whether users will be willing to pay more to access these advanced AI features. The perceived quality and usefulness of these services will be decisive for their commercial success.

For now, the future of Apple Intelligence is uncertain outside the United States anyway. While Apple initially explained that its AI would not be available immediately on the Old Continent, it seems that it has reached an agreement with the EU to deploy it on time for some users.

• Apple Intelligence may not be completely free
• Premium features could cost between $10 and $20 per month.
• Apple Intelligence could be integrated into the all-in-one Apple One subscription

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