A recent Morgan Stanley survey indicates a surprising willingness among iPhone users to pay for Apple Intelligence features, despite criticisms of its current capabilities. The survey, conducted between February and March, polled 3,300 US consumers, revealing that approximately 50% of iPhone users would pay at least $10 per month for access to Apple Intelligence. Specifically, 30% are willing to spend between $10 and $14.99 monthly, while 22% would pay $15 or more.
The survey also highlighted that over 80% of US iPhone users have engaged with Apple Intelligence in the past six months. This suggests a strong initial interest, even though Apple Intelligence is considered by some to lag behind competitors like Google and OpenAI. The average amount users are willing to spend is $9.11 per month, an increase from $8.17 in a similar survey from September 2024. These findings could signal a potential revenue stream for Apple as it continues to develop and refine its AI offerings, possibly through a subscription model or tiered feature access. The survey also indicated that 40% of users are interested in a folding or thinner iPhone.