During Apple’s earnings call on Thursday, CEO Tim Cook indicated that the company may let users pay to increase their AI usage limits. Cook said he expects people to use Apple Intelligence and the upcoming Siri AI heavily, and pointed to “some kind of upgrade possibilities on iCloud Plus where people can buy up the stack.”
Apple plans to broadly launch its delayed Siri AI this fall alongside iOS 27. According to the report, the assistant can answer questions about what is on a user’s screen and take action across apps, and it includes a new standalone Siri app with a ChatGPT-like interface.
Why it matters
The comments suggest Apple is considering tiered, paid access to its AI features rather than offering unlimited use. This would tie AI capabilities to its existing iCloud Plus subscription structure.
Who should care
Apple users weighing how they will access expanded AI features, along with observers tracking how large platforms plan to monetize consumer AI, may find the signals notable.