Apple Intelligence carries between us, the Spanish, less than a month thanks to the iOS 18.4 update. But American users have appreciated their features for more than half a year. More than enough time to assess the service and reach a surprising conclusion: they consider it so well that they would be ready to pay for this, although the offer is completely free.
Morgan Stanley's latest survey reveals a fact that leaves little doubt about the success of Cupertino's strategy. Approximately 80% of users would be willing to pay money Monthly to access Apple intelligence functions. A hidden treasure in full view that the company, for the moment, has decided not to monetize directly.
Users have spoken and are ready to open the wallet
According to the Alphawise survey of Morgan Stanley conducted in March 2025, 52% of respondents (more than half) would pay At least $ 10 per month To take advantage of Apple -free Apple intelligence. But this is not the only surprising fact. Because eight in ten responders would pay for Apple Intelligence. The price range is very disparate, but the average is $ 9.11 per month.
The ventilation of the investigation is as follows:
- 22% would pay $ 15 or more per month
- 30% would pay between $ 10 and $ 14.99
- 17% would pay between $ 5 and $ 9.99
- 11% would spend less than $ 5
Only 14% reject Completely the idea of paying, while 6% remain undecided. Knowing this data, will something change in Apple's decision?
“Although we did not expect Apple Apple Intelligence Apple behind a payment wall until the platform was more developed, the potential for long-term monetization could reach tens of billions of dollars per year,” said Erik Woodring, analyst of Morgan Stanley.
Apple Intelligence was not easy. Siri's delay and certain collective requests seem to have overshadowed its launch. However, with a more global look, it is only a delay in a functionality while the others are active and operate in several languages and countries. At the gates of WWDC, Morgan Stanley's study also reports that Almost 80% iPhone owners compatible in the United States already Actively use Apple Intelligence. The figures also indicate that 42% of respondents consider “extremely” or “very important” that their next device includes these capacities.
Will Apple Intelligence be free forever?
Bloomberg reported that Apple Intelligence will remain free at least until 2027. It would be Three years of development and adoption On the part of users, who, if they want to use Apple Intelligence, will have to get a new iPhone model because compatibility comes from the iPhone 15 Pro.
The initial strategy aims to become a payment system. First, create a powerful and complete ecosystem. Then to have A good user base with compatible devices And that they appreciate AI as respondents. There could therefore be a payment plan. Something similar to what we have with iCloud +.
Apple One subscriptions
Apple has interpreted Apple Intelligence as another extension of its innovations in operating systems and At no time did it even suggest a future cost. Although analysts such as Mark Gurman talk about the development of projects such as Mulberry. It would be a medical assistant promoted by AI that would analyze biometric data to alert potential health problems. An AI doctor, scheduled for iOS 19.4 At the beginning of 2026. These advanced functions could be integrated into the Health application or in an existing subscription service such as Apple Fitness +. The same thing, for example, with Apple Music. It could incorporate Apple Intelligence functions, which, although this function is not paid, would be the service.
For the moment, Apple's priority seems clear: create a solid user base and continue to encourage the purchase of new devices rather than creating a payment model. We are all impatient for See the news of WWDC, Apple Intelligence's advances And iOS 19. But thinking about it less than a year ago that Apple Intelligence saw the light. And Apple's price strategies are always different from the others. Google has its model more, Chatppt too … for now Apple Intelligence is an added value of operating products and systems. Another point of its ecosystem to attract more users. Or Android, or encourage them to renew their device before they had thought. And in a way, it is also a form of monetization.
The investigation itself reflects that Users are satisfied with AIOtherwise, they would not be willing to pay for this. And, in front of the most sensational owners, Apple Intelligence came to stay, improve us and help us in our daily lives. Users of the United States have clear after months with Apple AI.
Source | Seekingalpha for Morgan Stanley
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