Overview

• Nearly 80% of eligible U.S. iPhone users have engaged with Apple Intelligence in the past six months, reflecting significant adoption.
• Morgan Stanley's survey indicates an average willingness to pay $9.11 per month for unlimited access, up 11% from a similar survey in late 2024.
• Over half of respondents are willing to pay at least $10 monthly, with 22% comfortable paying $15 or more for the AI features.
• 42% of surveyed users consider Apple Intelligence extremely or very important for their next iPhone purchase.
• Despite early struggles with feature delays and competition, consumer perception of Apple Intelligence is described as 'stronger-than-expected.'