Apple’s marketing focus this year is expected to center on AI, specifically Apple Intelligence, the suite of AI features introduced last month alongside iOS 18, iPadOS 18, and macOS Sequoia. Apple Intelligence will be available in beta even after the official launch of these operating systems this fall, remaining free to use for those with compatible devices such as the iPhone 15 Pro, iPhone 15 Pro Max, or the upcoming iPhone 16 series, as well as Macs and iPads with Apple’s M-series chips.
However, Apple Intelligence may not remain free indefinitely. According to a report by Mark Gurman of Bloomberg, a highly reliable source for Apple news, Apple plans to eventually split Apple Intelligence into two tiers. The free tier will offer a limited set of features, while access to the full suite of AI functionality will require a subscription to a service tentatively named Apple Intelligence+.
This new subscription model will join the ranks of Apple’s other “+” services and aims to offset the trend of users delaying device upgrades. As a result, Apple is expected to shift its revenue focus from hardware sales to services, with Apple Intelligence playing a key role in this strategy.
Furthermore, Apple plans to take a cut of the subscription revenue from every AI partner integrated into its devices, similar to how it earns from subscriptions to third-party services through the App Store (with exceptions in the EU).
This report sheds light on Apple’s future income strategy, suggesting that the proliferation of subscription services will continue to grow. If you already find monthly subscriptions overwhelming, prepare for more in the future.
