According to analysts interviewed by CNBC, Apple could potentially charge its users up to $20 for its advanced artificial intelligence features as it aims to drive growth in its profitable services business. Later this year, Apple intends to introduce Apple Intelligence, its upcoming AI system, across select devices. When Apple announced its AI system in June, it highlighted enhancements to the Siri voice assistant and the ability to automatically generate emails and images among other features. While the rollout of these features will be gradual, with initial restrictions in regions like China and Europe, analysts suggested that Apple could consider charging a subscription fee for the more advanced applications. Neil Shah, a partner at Counterpoint Research, explained that AI investment comes at a considerable cost, and Apple may seek to pass that expense on to its users. "Software and services make it more lucrative for Apple to bundle it with the Apple One subscription model, " Shah stated in a recent interview with CNBC. Apple One currently costs $19. 95 per month and offers users access to various Apple services, including Apple Music. Shah indicated that Apple may charge between $10 and $20 for Apple Intelligence, potentially as part of the Apple One package, to provide premium AI features. In the June quarter, Apple's services division generated $24. 2 billion, making it a standout performer amidst other hardware-focused companies that struggle to monetize their software offerings. "Apple is one of the few connected device companies that has successfully monetized the value-added services it offers, " said Ben Wood, chief of research at CCS Insight, during an interview with CNBC. "As a result, it has established a precedent with its users that they have to pay for more exclusive services. Therefore, it is not out of the question for Apple to consider charging for more advanced features within its Apple Intelligence platform. " Wood added that Apple Intelligence could present an opportunity for the tech giant to introduce a bundled subscription service encompassing various services at a single price. "However, Apple will be cautious not to dilute revenue from individual product subscriptions, " he cautioned. It is not uncommon for technology companies to levy charges for their AI offerings.

For instance, OpenAI charges a subscription fee for its more advanced ChatGPT features, and Microsoft charges for its AI Copilot tool. Samsung, Apple's key competitor, has already started rolling out its AI services called Galaxy AI. However, according to Samsung's mobile boss as told to CNBC last month, the company is still considering various revenue models for its software. With AI, Apple has an opportunity to further solidify its already loyal customer base, as explained by Shah, as Apple Intelligence will continuously learn from a user's behavior and provide a highly personalized experience. "The beauty of AI lies in its ability to adapt and learn about the user, " Shah noted. "Once users become more accustomed to its benefits, they become increasingly reliant on it, and that's where Apple's monetization strategy succeeds. "