Tim Cook confirmed that Apple Intelligence will remain a free feature for users of iPhone 15 Pro, iPhone 15 Pro Max, and the four iPhone 16 models, as well as for compatible iPads and Macs. During an interview with WIRED, Cook likened the integration of Apple Intelligence to the iPhone’s multitouch feature, emphasizing that Apple does not intend to charge for it. He stated, “We never talked about charging for it. We view it sort of like multitouch, which enabled the smartphone revolution.”
Tim Cook confirms Apple Intelligence will remain free for users
Cook noted that although Apple Intelligence is currently incomplete, with additional functionalities expected in the future, it will be continually refined. This indicates that while Apple has innovations planned, the service will not require a premium price. The company aims to enhance and expand Apple Intelligence features over the coming years.
The interview also touched on broader artificial intelligence topics, including discussions about artificial general intelligence (AGI). Cook described AGI as a long-term aspiration and acknowledged that the current focus is on delivering impactful AI solutions that “can change lives.” He maintained that although AGI is a significant topic, it is not a current priority for the company. “The technology is good enough where we can deliver it to people and change their lives,” he said.
In addressing user concerns regarding screen time, Cook expressed worries about excessive smartphone usage and reiterated Apple’s commitment to tools like Screen Time, which aims to promote healthier device habits. He stated, “If you’re looking at your phone more than you’re looking in somebody’s eyes, that’s a problem.”
Regarding the Apple Vision Pro, which has faced criticism for not meeting sales expectations, Cook described it as an “early adopter product,” recognizing its appeal to a niche market interested in advanced technology. He reiterated Apple’s commitment to developing a robust ecosystem around this product. Cook indicated that as technology evolves, Apple will continue to innovate in augmented reality (AR), saying, “AR is a huge deal,” and highlighted the technological advancements that Vision Pro represents.
Cook also discussed future directions for Apple’s health initiatives, including potential AI applications in biometric data analysis. While he did not disclose specific plans, he confirmed that Apple is investing heavily in research related to personal health technologies. Cook emphasized that they aim to innovate over the long term, with projects often in development for years before announcement.
The conversation shed light on Apple’s approach regarding live presentations and product launches in the post-pandemic era. Cook noted the shift toward pre-recorded events allows for broader audience engagement compared to traditional live formats. Nevertheless, he admitted to missing live interactions.
Apple Intelligence will remain free for users, but its current state is still evolving. Tim Cook admitted that the feature will undergo continuous updates and refinements, meaning users won’t get the full experience right away. Essentially, while there’s no monetary cost, users will have to wait for additional functionalities to roll out gradually over time. This positions Apple Intelligence more as a work-in-progress feature than a fully polished offering.
Featured image credit: Apple
