Apple’s marketing focus this year will likely center on Apple Intelligence, a suite of AI features introduced with iOS 18, iPadOS 18, and macOS Sequoia. This AI suite, currently in beta and free for compatible devices like the iPhone 15 Pro and Macs with M-series chips, may not remain free. According to Bloomberg’s Mark Gurman, Apple plans to introduce a subscription model with a free tier offering limited features and a paid tier called Apple Intelligence+. This strategy aims to boost service revenue as device upgrade cycles lengthen. Apple also plans to take a cut from AI partner subscriptions integrated into its devices.
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