A new consumer survey by investment firm Morgan Stanley reveals that a bit more than half of survey participants would be willing to pay Apple at least $10 per month for unlimited access to Apple Intelligence.
The survey, conducted during February and March, asked thousands of U.S. consumers what would be the maximum amount they’d be willing to pay per month for unlimited access to Apple Intelligence.
Around 1,400 of the 3,300 survey participants currently own an iPhone, with 450 of those respondents owning iPhone 15 Pro and iPhone 16 models that are compatible with Apple Intelligence.
The response breakdown was as follows:
- $15 or more per month: 22%
- $10 to $14.99 per month: 30%
- $5 to $9.99 per month: 17%
- Less than $5 per month: 11%
- Not willing to pay: 14%
- Don’t know/too early to tell: 6%
Morgan Stanley analysts shared the survey results today in an Apple-focused equity research note, shared by MacRumors. The firm said the survey’s total sample represents a cross section of the general population in the U.S. in terms of age, gender, and region.
The rollout of Apple Intelligence has not gone well for Apple, after it was unable to meet self-imposed deadlines for the rollout of all of the Apple Intelligence features it promised last June at WWDC 2024. The Cupertino company has been hit with multiple lawsuits in both the United States and Canada over the delayed personalized Siri features. The firm was forced to disable notification summaries for news apps, after some of the summaries generated “fake news.” The feature has yet to be re-enabled. Apple has also removed the “available now” wording from its Apple Intelligence webpage.
While the survey has to be a bit of good news to Apple, following the problems it has had with specific Apple Intelligence features, Apple has not come out and said whether or not it will eventually charge for any Apple Intelligence features.
