Survey: Apple users would pay a small amount for Apple Intelligence
An investment bank wanted to know whether iPhone and Mac users are willing to pay for Apple's AI system – and how much. Less than for ChatGPT, for example.
(Image: Apple)
How many Apple customers would (also) pay a fee to access Apple Intelligence? Apparently, there are significantly more than expected. This is the result of a survey of over 3300 users conducted by the bank Morgan Stanley in February and March. This was reported by Macrumors. According to the data, only 14 percent of those surveyed stated that they did not want to pay for the AI system at all. A further 6 percent did not want to commit themselves initially and wait and see how the offer develops. 80 percent are, however, prepared in principle to pay for Apple Intelligence.
30 percent would pay 10 to 14.99 dollars
The 3300 respondents included around 1400 current iPhone users, 450 of whom had an iPhone 16 or an iPhone 15 Pro or 15 Pro Max that works with Apple Intelligence. The service is currently still beta and basically free – Apple does not currently appear to have any plans to charge for it. However, the maximum amount that users are willing to pay is lower than that of other services. Only 22 percent are willing to pay 15 or more US dollars. 30 percent would shell out 10 to 14.99 dollars and 17 percent 5 to 9.99 dollars. Apple Intelligence would be worth less than 5 dollars a month to a minority of 11 percent.
It should be noted that the survey was apparently conducted before Apple announced the postponement of new Siri functions that are to be part of Apple Intelligence. These will enable the voice assistant to know the user's personal context, read the screen and operate apps. It is now expected to take up to a year for the functions to be added. Improved chatbot functions for Siri are also still pending; Apple uses ChatGPT from OpenAI instead.
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Competitors are pricier, but can also do more
Despite the basic willingness to pay, the sums that customers would apparently fork out are low compared to other AI offerings. For example, OpenAI wants around 23 euros for the Plus version of ChatGPT, while Claude from Anthropic costs 20 dollars. The services can also be used free of charge to a limited extent, but only payers get access to the best models or can use them faster and more frequently. However, the offerings are difficult to compare with Apple's rather simple AI functions, including writing aids and simple image generators.
The Morgan Stanley survey is intended to be representative in terms of age, gender and region, but only covers the American population. However, the US market is the one in which Apple Intelligence has been available the longest. The AI system was only rolled out in Europe in the spring.
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