Siri AI may get a paywall for power users via iCloud+
Apple is considering charging for more advanced Siri features. By linking enhanced AI computing power to iCloud+, the company aims to cover high server costs for heavy users.
What happened?
Apple CEO Tim Cook has indicated that the company is considering charging for more advanced AI features in Siri for power users. The goal is to allow users to purchase additional computing power for Siri through Apple's existing iCloud+ subscriptions. The announcement provides the first insight into how Apple plans to commercialise its upcoming generative AI initiatives.
Key facts
| Modell för betalning | iCloud+-prenumeration |
|---|---|
| Målgrupp | Storanvändare (power users) |
”Apple CEO Tim Cook envisions users being able to buy more compute for Siri AI via Apple's existing iCloud+ subscriptions.”
Why it matters
Operating large language models requires significant resources in terms of computing power and energy in data centres. By linking expanded AI capacity to iCloud+, Apple can cover high server costs while simultaneously creating added value for its paying subscribers and increasing recurring service revenue.
Who is affected?
The change will primarily affect heavy users of Apple's AI services who require more computing power than what is included in the standard offering. Standard users are still expected to have access to basic Siri functions at no extra cost, while iCloud+ subscribers may gain access to more advanced AI models.
Impact on the EU
Currently, there is no information indicating that the pricing model for advanced Siri would differ within the EU. However, it remains to be seen how Apple manages the launch of Apple Intelligence in the EU region, given the regulatory requirements of the EU Digital Markets Act (DMA).
What else you should know
Apple currently offers iCloud+ at several price tiers with extra storage and privacy features. Including AI computing power in existing subscriptions would make it easy for consumers to upgrade without having to sign up for an entirely new service.
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