The launch of Apple Intelligence for iPhone and Mac platforms marks Apple’s first step in generative AI to be publicly available. Currently, only a small portion of the proposed AI apps are available. The first big moment when ChatGPT will be integrated into iOS and macOS is expected in December.
This is an unusual moment for Apple, which prides itself on building many systems internally to manage the experience and use of personal data. The introduction of ChatGPT to its platforms highlights Apple’s commitment to working with the broader generative AI community. However, it shows that Apple is lagging in AI technology development compared to its competitors.
However, adding ChatGPT to Apple Intelligence comes with a real cost that users must pay to get the most out of it.
Adding ChatGPT to iPhone and Siri
In her report on the second beta of iOS 18.2, due for release in December and which will include the second wave of Apple Intelligence apps, Juli Clover points out an area of system settings where a daily limit is set for ChatGPT usage. , with the option to upgrade to a paid ChatGPT Plus plan or switch to the older AI model.
OpenAI has offered ChatGPT in incremental products for most of its lifespan, so Apple’s approach here is not without precedent. Nevertheless, Tim Cook and his team’s choice stands in contrast to other AI platforms for smartphones. Google and Samsung are offering free AI-powered tools to determine the usefulness of their platforms for their respective user groups. While Apple is committed to the freemium model, there are notes in the fine print of Google AI and Galaxy AI that AI services may become paid for in the future.
Apple’s slow approach to introducing Generative AI is at odds with the marketing behind Apple Intelligence. The iPhone 16 family launched a month before Apple Intelligence was made available to the public, yet it would have been hard to notice this delay in marketing materials. It’s a key part of the messaging around the new iPhones, to the point where mobile networks here in the UK have had to limit their own marketing because of the delayed rollout of AI features.
Generative AI is transforming consumer experiences across all platforms, including iOS and macOS. However, Apple’s move into this space will likely result in initial transaction costs for consumers. How much of an impact this has on adoption of Apple Intelligence compared to subsidized generative AI platforms on Android and Windows will be a key benchmark in the coming months.
