1 in 2 Surveyed Willing to Pay at Least $10/Month for Apple Intelligence

A little more than half of respondents in a recent survey said they would be willing to pay at least $10 per month for unlimited access to Apple Intelligence.

Apple Intelligence iPhone 16
In an online survey conducted in February and March, investment firm Morgan Stanley asked thousands of consumers in the U.S. to indicate the maximum amount of money per month that they would be willing to spend for unlimited access to Apple Intelligence. Approximately 1,400 of the 3,300 respondents were current iPhone owners, including 450 owners of iPhone 15 Pro and iPhone 16 models that are compatible with Apple Intelligence.

The breakdown was as follows:

  • $15 or more per month: 22%
  • $10 to $14.99 per month: 30%
  • $5 to $9.99 per month: 17%
  • Less than $5 per month: 11%
  • Not willing to pay: 14%
  • Don't know/too early to tell: 6%

Morgan Stanley analysts shared the survey results today in an Apple-focused equity research note, obtained by MacRumors. It said the survey's total sample represents the general population in the U.S. in terms of age, gender, and region.

The rollout of Apple Intelligence features has not gone smoothly so far. Apple was hit with class action lawsuits in the U.S. and Canada over its delayed personalized Siri features, and the company recently complied with the National Advertising Division's recommendation to remove "available now" wording from the Apple Intelligence web page. Apple also had to disable notification summaries for news apps after some of the summaries generated false information, and it has yet to re-enable the feature.

Even with Apple Intelligence getting off to a rocky start, this survey suggests that many customers would still be willing to pay for access to the features. However, it is unclear if Apple will ever charge for any of the features.

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Top Rated Comments

sniffies Avatar
23 weeks ago
1 in 2 willing to get paid at least $10/month to use Apple Intelligence.

Now we're talking.
Score: 145 Votes (Like | Disagree)
moabal Avatar
23 weeks ago
This just in 1 in 2 people are insane.
Score: 131 Votes (Like | Disagree)
Living the Dream Avatar
23 weeks ago
What sane person would pay for this garbage? Calling shenanigans.
Score: 112 Votes (Like | Disagree)
AppleTO Avatar
23 weeks ago
Do any of them know what Apple Intelligence actually is? Or are they just basing their answer on something that “sounds cool”?
Score: 95 Votes (Like | Disagree)
Macropanda Avatar
23 weeks ago
The only way this is even remotely accurate is if they surveyed YouTubers that specialise in tech, millionaires or the people that queue up at the Apple Store for days for a new iPhone.

Not a chance in hell is this reflective of the general user base.
Score: 55 Votes (Like | Disagree)
kwl Avatar
23 weeks ago
lol
Score: 36 Votes (Like | Disagree)