Apple CEO Tim Cook has made it clear that charging for AI isn’t part of their plan.
Cook explained that Apple sees AI as a core technology.
By offering AI features without extra costs, Apple sets itself apart from competitors.
Apple has taken a different path in the tech world when it comes to artificial intelligence (AI). While many companies are looking for ways to make money from AI-powered services, Apple’s CEO, Tim Cook, has made it clear that charging for AI isn’t part of their plan. In a recent interview with WIRED’s Steven Levy, Cook explained that Apple sees AI as a core technology, much like multitouch, which transformed smartphones and tablets. This reflects Apple’s strategy of adding advanced features to its products without asking users to pay extra—provided they already own Apple devices.
During the interview, Levy asked Cook if Apple ever considered charging for its new AI-powered features introduced in iOS 18.1 and iOS 18.2. Cook responded, “We never talked about charging for it. We view it sort of like multitouch, which enabled the smartphone revolution and the modern tablet.”
Also read: This is Tim Cook’s four word defence for Apple’s late entry into the AI race
Hardware drives the AI strategy
Apple’s approach to AI is closely tied to its hardware-focused business model. Unlike other companies that charge for AI through subscriptions or paywalls, Apple includes AI features as part of its ecosystem. However, to use these features, users need to own Apple devices like an iPhone, iPad, or Mac. This strategy fits Apple’s main source of income—hardware sales. The iPhone, in particular, remains Apple’s biggest revenue generator.
A competitive advantage
By offering AI features without extra costs, Apple sets itself apart from competitors and adds more value to its ecosystem. This approach also ensures that Apple doesn’t rely on AI subscriptions for revenue but instead focuses on selling its popular devices.
Apple’s ability to provide AI “for free” comes from the billions it earns through hardware sales. Cook’s comments highlight how Apple’s business model allows the company to prioritise innovation without passing on extra charges to users.
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Ayushi Jain
Tech news writer by day, BGMI player by night. Combining my passion for tech and gaming to bring you the latest in both worlds. View Full Profile
