Over the past few months, two major updates to Apple Intelligence have been released via iOS 18.1 and iOS 18.2, bringing a host of advanced AI features.
While there has been speculation that Apple may be planning to roll out paid AI services in the future, CEO Tim Cook has made it clear that the idea is “never on the table.”
In a recent interview with WIRED's Steven Levy, Tim Cook compared AI to multitouch technology — a revolutionary element that appeared on the original iPhone.
According to him, AI is not simply a feature, but a foundational technology, playing an essential role like multitouch once did.
Tim Cook explained that Apple has never considered charging for AI because it sees it as an integral part of the overall user experience. However, this approach also highlights the difference between Apple and its competitors in the AI field.
Apple's chief executive understands that Apple's strong hardware sales, especially the iPhone, allow the company to offer premium features like AI without charging extra.
Tim Cook’s statement not only clarifies Apple’s strategy with AI, but also underscores the company’s unique business philosophy. Apple doesn’t charge for AI, but to use the technology, you need to buy an iPhone, iPad, or Mac — an approach that helps the company maintain a competitive edge in the technology race.
While competitors focus on paid AI services, Apple continues to assert its position by putting hardware at the center of every user experience.
