Apple Intelligence: New Subscription Service for Full Access to Apple AI Features

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

Apple Intelligence will remain in beta even after the official release of these operating systems in the autumn, but it will be available free of charge to those with compatible devices, such as the iPhone 15 Pro, iPhone 15 Pro Max or potentially one of the upcoming iPhone 16 models. Mac and iPad users will need a device with an Apple M-series chip. However, according to Bloomberg’s Mark Gurman, a reliable source on Apple matters, Apple Intelligence may not remain free forever. Gurman claims that the company will split Apple Intelligence into two tiers in the near future.

One tier will remain free, offering limited features. For full access to AI capabilities on your iPhone, iPad or Mac, you will need to pay for a subscription service likely to be called Apple Intelligence+. This subscription will work like Apple’s other “+” services and will help the company address the trend towards 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 forming a key part of this strategy.

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