Apple introduced its suite of AI features, known as Apple Intelligence, in June, aiming to enhance the user experience across iPhone, Mac, and iPad while prioritizing data protection.

This platform is designed to improve Siri's capabilities by enabling it to understand user context and interact more effectively with apps, although significant improvements are still pending.

A recent survey conducted by Morgan Stanley among over 3,300 users indicates that 80% of respondents would consider paying for Apple Intelligence, reflecting strong consumer interest despite its current limitations.

In 2024, services contributed nearly 25% to Apple's revenue, with gross profit margins of 73%, highlighting a strong financial incentive for the company to monetize its AI offerings.

To successfully charge for Apple Intelligence, Apple must significantly enhance its offerings to compete with established services, which will require delivering on promised improvements to Siri.

The survey revealed that 22% of participants would pay $15 or more monthly for Apple Intelligence, while over 50% are willing to spend at least $10 a month.

Despite facing challenges such as delayed features and performance issues compared to competitors like ChatGPT and Microsoft's Copilot, the interest in Apple Intelligence remains high.

The platform has been engaged by 80% of eligible U.S. iPhone owners in the last six months, boasting a net promoter score of 53, indicating it is perceived as user-friendly and innovative.

Interestingly, the average willingness to pay has risen to $9.11, an 11% increase from the previous average of $8.17, showcasing growing consumer enthusiasm.

Morgan Stanley's survey is representative of the U.S. population by age, gender, and region, providing a reliable snapshot of consumer attitudes toward Apple Intelligence.

Despite skepticism about the survey's findings, it is likely that Apple will eventually implement a subscription model for Apple Intelligence due to the high operational costs of generative AI.

Critics argue that Apple Intelligence should ideally be free, as its current capabilities do not yet justify a subscription fee, especially given the competitive landscape.