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Apple is not doing this, at least not yet
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Analysts are spitballing that Apple could charge $20 per month for Apple Intelligence — but the problem is, in the short term, this isn’t based on anything and is mostly wishful analyst thinking.
This is the kind of analyst predictions that are not technically incorrect, and might come true in some form in the future on an infinite timeline — but they’re also entirely wrong for the timetable that matters. Apple could charge $20 for parts of Apple Intelligence, just as the company could launch a range of furniture.
According to stock analysts who always seem to ask the same questions over and over at the earnings conference calls speaking to CNBC, it’s coming real soon. Specifically, assorted analysts have pointed out to the broadcaster that Apple charges for services, and that AI costs money.
Apple prefers to make money instead of spending it — this is the quality of analysis on show here. Anyway, the stock analysts postulate that Apple could pass on that AI cost to its subscribers.
Plus, ChatGPT charges for more advanced AI features, and so does Microsoft, therefore Apple could, too. Also, reportedly Samsung is said to be “considering various revenue models” for its Galaxy AI.
But Apple isn’t charging yet. It’s hard to give away something like Apple Intelligence for free and then start charging for it later.
For instance, Apple would find it very difficult to turn around and say the Writing Tools feature now requires a subscription. It would be easier if it later introduced some wholly new feature, but none of these analysts have the remotest clue what that could be.
Given that the analysts are not wrong that AI costs money and that, startlingly, Apple likes earning cash, there is already one thing that might fit as a chargeable extra. It’s that Apple has already said it is working with ChatGPT now, but it’s going to add additional partners.
Those partners, such as Google Gemini, could also be fully baked into the system like ChatGPT is. But they, and other AI tools, could be offered through a new App Store.
That’s been rumored before, and it is a better guess than just saying Apple will want to pass on costs to users.
But none of this is going to happen this year or next. Right now, Apple has a lot to do getting Apple Intelligence right, and getting it established, before trying to build on it.
So for now, this is just stock analysts, without any real basis in fact, hoping that Apple makes a little bit more money for software, because then the stock price might go up.