Overview

• Nearly 80% of eligible U.S. iPhone users have downloaded and interacted with Apple Intelligence within the past six months, according to Morgan Stanley's survey.
• Over 50% of surveyed users expressed a willingness to pay at least $10 per month for unlimited access to Apple Intelligence, with 22% willing to pay $15 or more.
• The survey found that 42% of respondents consider Apple Intelligence extremely or very important for their next iPhone purchase, rising to 54% among those planning to upgrade within a year.
• Morgan Stanley analysts noted an 11% increase in average willingness to pay for Apple Intelligence since September 2024, now averaging $9.11 per month.
• Despite early rollout challenges, including delays and glitches, Apple Intelligence is perceived as exceeding consumer expectations and could play a pivotal role in Apple's AI strategy.