First previewed at WWDC 2024, Apple has rolled out two servings of Apple Intelligence features with iOS 18.1 and iOS 18.2 updates. In today’s world, where every company plans to monetize its AI services, Apple took a unique stance in the AI league by offering its AI features for free. When the Apple Intelligence system was in the works, several people speculated that Apple might ask users to pay for its AI features in the future. Thankfully, it didn’t happen. Apple’s CEO Tim Cook recently mentioned that charging for AI features has never been on the table.
AI as a Foundational Technology
In a recent interview with WIRED , Tim Cook talks about how Apple sees AI as a foundational technology.
When Steven Levy at WIRED asked Tim Cook “Some companies charge for AI-enhanced services. Did you consider that?”. Tim Cook replied:
“We never talked about charging for it. We view it sort of like multitouch, which enabled the smartphone revolution and the modern tablet.”
The answer is great, and the reasoning is even more interesting. Cook described AI as a foundational technology, comparable to innovations like multitouch and beyond. This highlights the giant’s strategy of integrating cutting-edge features into the Apple ecosystem without putting additional charges on the user.
This amazing statement directly from the CEO differentiates Apple from its AI competitors. If the user has already invested in Apple’s hardware, he doesn’t need to pay an additional amount to use new features.
Hardware: The Key Driver in Apple’s BIG Business
Apple’s AI strategy is deeply tied to its long-followed hardware-first business model. Unlike other players in the AI space who lock their services behind paywalls and subscriptions, Apple has embedded its AI system right into the ecosystem. Of course, users must have Apple Intelligence-compatible devices to enjoy the AI-powered features. This clever strategy would help boost hardware sales, particularly the iPhone, which is the biggest moneymaker in Apple’s total revenue.
When multitouch technology first debuted on the iPhone, it was offered as a built-in feature, but it was exclusively linked to the premium, high-end device. The tech titan applied the same strategy with Apple Intelligence. Apple won’t charge you for AI, but you have to invest in a compatible iPhone, iPad, or Mac to use those AI-driven services. So, unlike other AI players, Apple has built its biggest business around the hardware.
Apple Intelligence Is Free to Use
So, yes, Apple Intelligence is free to use as a part of iOS 18.1 and iOS 18.2 updates. That’s only because Apple first sold you a compatible iPhone, iPad, or Mac. In case you don’t have one, you’ll indirectly pay for AI by investing in compatible hardware.
Apple can afford to offer AI for free because it’s generating crazy billions by selling us its hardware, especially the iPhones. Cook’s statements again shed some light on Apple’s clever business model that prioritizes innovation without any mandatory extra costs on the users, as the giant claims.
Kanika has been a loyal iPhone user since 2014 and loves everything Apple. With a Master’s in Computer Applications, passion for technology, and over five years of experience in writing, she landed at Beebom as an Apple Ecosystem Writer. She specializes in writing How To’s, troubleshooting guides, App features, and roundups for Apple users to help them make the best use of their gadgets. When not writing, she loves to try out new recipes and enjoy some family time.
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- Apple and Google have officially confirmed their team-up for the next-gen Siri AI.
- The Cupertino Giant will be using Google’s Gemini for a more personalized Siri model as well as Apple Intelligence features.
- We can expect the next-gen Siri to come out with iOS 26.4, sometime in March or April.
Apple has officially confirmed joining forces with Google to use its Gemini AI model to power the next-generation Siri. It will offer a more personalized experience and will be coming out with the iOS 26.4 update. Apple also plans to leverage Gemini’s capabilities for other Apple Intelligence features as well, later down the line.
The Next-Gen Siri will be powered by Google’s Gemini AI
Apple officially confirmed that it will be partnering with Google in a statement to CNBC . Here’s what it stated, “After careful evaluation, we determined that Google’s technology provides the most capable foundation for Apple Foundation Models, and we’re excited about the innovative new experiences it will unlock for our users.”
Later, Google also shared a post on X confirming the tie-up, “Apple and Google have entered into a multi-year collaboration under which the next generation of Apple Foundation Models will be based on Google’s Gemini models and cloud technology. These models will help power future Apple Intelligence features, including a more personalized Siri coming this year.”
Image Credit: X/@NewsFromGoogle
Both statements clearly mention that the Cupertino Giant will be using Gemini to power its assistant Siri. This was already rumored, as Apple’s attempts to acquire Perplexity went nowhere. With Gemini, Siri will get a major AI update . It will be able to handle more nuanced conversations and provide better results. Something long-time Apple users have been asking for years.
The next-gen Siri will arrive with the iOS 26.4 update, which will launch sometime in March or April. And it is only going to be available for Apple Intelligence-supported devices .
Something else worth noting is how Google’s statement mentions that Gemini will power Apple Intelligence features. This leads us to believe that Apple could use Gemini’s multi-modal capabilities for its Writings tools , Image Playground , and Message summaries, too.
Elon Musk Not Happy With Apple and Google Tie Up
xAI CEO Elon Musk also responded to Google’s announcement post on X, sharing his thoughts on the matter by saying, “This seems like an unreasonable concentration of power for Google, given that they also have Android and Chrome.” Though we don’t expect either Apple or Google to respond to Elon, we will update the situation as it progresses.
It is worth noting that xAI is the company behind Grok, which is in hot water currently due to its inappropriate image generation fiasco , and has been getting backlash from multiple news outlets, X users, and even government authorities.
With over 4 year of experience under the belt, I cover all facets of consumer tech, from smartphones to other consumer electronics, our favorite social media apps, as well as the growing realm of AI and LLMs. As an Apps and AI writer app Beebom, I provide my expertise in all these areas, weaving stories that help you get familiar with the tech around you. But you will find me playing NYT daily puzzles in my free time.
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