Despite all the criticism and negative publicity, more U.S. iPhone users are willing to pay for Apple Intelligence than before. A survey conducted by Morgan Stanley found “stronger-than-expected Apple Intelligence engagement.”
The survey results also suggest that more than 80% of U.S. iPhone users tried Apple Intelligence in the last six months.
iPhone users don’t mind paying for Apple Intelligence
As part of its AlphaWise survey, Morgan Stanley questioned 3,300 people in the United States in March. Out of that group, 450 people owned an iPhone 15 Pro or iPhone 16 with Apple Intelligence access.
The results of the survey might surprise you, given that Apple Intelligence lags behind Google and OpenAI in the AI race. As part of the survey, Morgan Stanley asked participants how much they would be willing to spend on Apple’s AI features each month. Around 17% chose the $5 to $9.99 range, while 30% said they would be comfortable spending between $10 and $14.99. A further 22% said they would pay upward of $15 per month for AI features on their iPhone.
On average, surveyed users were willing to spend $9.11 per month on Apple Intelligence. That’s up from $8.17 from a similar survey conducted in September 2024.
Apple currently offers Apple Intelligence for free on its devices. However, it may eventually charge a monthly subscription fee for access to its AI features or lock advanced features behind a paid tier. Given the current state of Apple’s AI features, though, a paid Apple Intelligence tier won’t arrive anytime soon.
Consumers want a thin or folding iPhone
The surveyed users also want Apple to launch a slim or folding iPhone. The survey results suggest that 40% of U.S. iPhone users will upgrade to an iPhone with a new form factor, with 30% interested in a thin model and 24% interested in a foldable one.
With Apple undergoing major internal restructuring to strengthen its AI efforts and bring Siri up to speed with the competition, Apple Intelligence could eventually justify a subscription.
