Morgan Stanley surveyed 3,300 iPhone users in the U.S. to assess their perceptions of Apple Intelligence.
The results, reported by tech news site 9to5Mac on Tuesday, revealed that consumers find the iPhone’s artificial intelligence (AI) features more useful than initially anticipated.
The survey showed that approximately 80% of U.S. iPhone users had downloaded and experimented with Apple Intelligence in the past six months. About 42% of respondents considered the inclusion of Apple Intelligence in the next iPhone model highly important. This figure rose to 54% among those likely to upgrade their phones within the next 12 months.
Furthermore, consumers expressed an average willingness to pay up to 9.11 USD per month for unlimited access to Apple Intelligence, an 11% increase from the September 2024 survey. According to the report, these findings indicate that consumer awareness and appreciation of Apple Intelligence are more robust than previously expected.