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Apple is considering charging for intensive use of its AI features – through additional tiers in iCloud+. Tim Cook first mentioned this in the conference call, but made it clear that no finalized concept exists yet.
The AI features of iOS 27 cost Apple money on the job because some of the requests are sent to data centers for processing. Analysts asked during the third-quarter earnings call how this expense would be recouped – a question also reflected in Apple's research budget, which has risen to $11.73 billion. Cook's answer was cautious but included the first public statement on how Apple envisions offsetting the costs.
Career advancement opportunities instead of a paywall
According to Cook, the company is still in the early stages regarding computing costs, and a complete plan does not yet exist. However, Apple anticipates that some users will want to utilize the features very intensively. For this group, there will be upgrade options within iCloud+ – users could essentially buy their way up within their existing subscription. How this will be received remains to be seen.
It's important to clarify: As things stand, the intention is not to put Siri AI behind a paywall. The assistant itself will remain free. Payment would only be required for users who want to work beyond the allocated limits.
This also answers the speculation about a standalone Siri subscription in a certain way. Apple is not planning a separate AI subscription, but is using iCloud+ as an existing platform – a product through which billing already takes place.
The pattern had already been created
The statement regarding payment is new, but the principle of quotas is not. At WWDC, Apple already explained that several AI features operate with daily limits, and iCloud+ subscribers receive higher limits. This includes, among other things, image generation in the revamped Image Playground app.
Elsewhere, Apple goes further: The AI features for video recording in the Home app require the 2TB plan, and the more powerful Cloud Pro model in the Shortcuts app remains reserved for the higher iCloud+ tiers. Cook's statement now suggests another layer: additional storage quotas that can be specifically purchased for AI use.
In the ongoing developer and public betas, the announced limits are not yet being enforced. Therefore, it's not yet possible to determine from practical experience how generous they will be.
Why Apple is taking this path
From a business perspective, this direction makes sense. At the same conference, Apple reported over 1.5 billion paid subscriptions, while services revenue, at 12.1 percent, is growing more slowly than the overall business. Integrating a computationally intensive feature, present on every newer device, into an existing subscription unlocks additional revenue without a new product or new billing methods.
At the same time, the brand remains protected: An iPhone whose advertised core function costs money would be a difficult selling point. An additional data allowance for heavy users is not.
For Germany and Austria, the question has not yet arisen
For most of the German-speaking world, the debate remains theoretical for now. Siri AI is not available on iPhones and iPads in the European Union because the Digital Markets Act regulations conflict with the assistant's architecture. A launch date has not been set, even though Cook held talks with the European Commission in July.
The situation is different in Switzerland. It is neither a member of the EU nor the EEA, the DMA does not apply there, and Siri AI runs on the same devices. Swiss users are therefore the only group in the German-speaking world for whom a future quota regulation would be directly relevant.
As soon as Siri AI launches in the EU, the question of cost will arise. So far, storage requirements have been the primary factor determining which iCloud+ plan is more cost-effective – in the future, AI usage would become a second criterion.
Concrete figures are still lacking
Apple hasn't specified how much such an additional data allowance will cost or what the free limits are. Both of these details will likely only become clear with the release of iOS 27 this fall. Until then, it remains a statement of intent, which Cook himself has explicitly labeled as unfinished. Siri AI will, in any case, require a device that supports Apple Intelligence – for the iPhone, that means the iPhone 15 Pro or newer. (Image: Apple)
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