This year, Apple is focusing on the marketing of its new products through artificial intelligence, known as Apple Intelligence, which was introduced last month along with iOS 18, iPadOS 18, and macOS Sequoia.

Apple Intelligence will remain in a trial version even after the official release of these operating systems in the fall, but it will be available for free to those with compatible devices, such as the iPhone 15 Pro, the iPhone 15 Pro Max, or possibly one of the upcoming iPhone 16. For Mac and iPad users, a device with Apple’s M-series chip is required. However, according to Mark Gurman of Bloomberg, a reliable source for Apple matters, Apple Intelligence may not remain free forever. Gurman claims that the company will split Apple Intelligence into two levels in the near future.

One level will remain free, offering limited functions. For full access to AI capabilities on your iPhone, iPad, or Mac, you will have to pay for a subscription service which will likely be called Apple Intelligence+. This subscription will function like Apple’s other “+” services and will help the company cope with the trend of consumers upgrading their devices less frequently than in the past.

Apple expects to earn less money from device sales and more from services, with Apple Intelligence being a critical part of this strategy.

In addition, Apple plans to take a share of the revenues from the subscriptions of each artificial intelligence partner integrated into its devices, in a similar way to how it takes revenue from third-party subscriptions through the App Store (except in the EU). This strategy reveals how Apple plans its future revenue streams. If you already feel pressured by the many subscriptions you pay each month, get ready for even more.