With the launch of Apple Intelligence for iPhone and Mac, Apple’s first public foray into generative AI is now underway.
Currently, only a limited set of these AI features are available, but December is expected to be a significant milestone, as that’s when ChatGPT will be integrated into iOS and macOS.
This development marks a notable shift for Apple, a company known for keeping much of its technology in-house to carefully manage user experience and protect personal data.
Integrating ChatGPT on its platform signals Apple’s intention to participate more actively in the broader generative AI ecosystem.
However, this move also highlights Apple’s position as somewhat behind in the AI technology race compared to its competitors.
Yet, there’s a cost attached to this integration, with users needing to pay to unlock the full capabilities of ChatGPT through Apple Intelligence.
Adding ChatGPT to iPhone and Siri
Juli Clover’s report on the second beta version of iOS 18.2, set for a December release, covers this upcoming wave of Apple Intelligence apps.
In the system settings, users will find a daily usage limit for ChatGPT, along with an option to upgrade to the ChatGPT Plus subscription or revert to an older AI model.
Current ChatGPT Plus subscribers can log in on their iPhone, while new users are offered an Upgrade to ChatGPT Plus option.
It remains to be seen if Apple will apply its standard 30% commission on the $19.99 monthly subscription fee.
While OpenAI has long offered a tiered pricing structure for ChatGPT, Apple’s approach with this paid model differs from other AI-enabled platforms.
Both Google and Samsung have introduced free AI tools, aiming to encourage adoption by demonstrating the technology’s value to users.
In contrast, Apple is embracing a freemium model from the outset, though small print in Google and Samsung’s AI terms indicates that their services may eventually require payment.
Balancing AI on the iPhone
Apple’s gradual entry into generative AI is at odds with the high-profile marketing push behind Apple Intelligence.
The iPhone 16 series debuted a month before Apple Intelligence went live, yet the delay wasn’t reflected in promotional materials.
Apple’s messaging around the new iPhone strongly emphasizes AI, even prompting mobile carriers in the UK to clarify their marketing due to the delayed rollout of Apple’s AI features.
As generative AI reshapes consumer experiences across platforms, Apple’s approach stands out as one of the first that involves direct costs for users.
Over the next few months, it will be critical to monitor how this pricing model affects the adoption of Apple Intelligence, especially compared to the more accessible AI offerings available on Android and Windows.
