While Apple is marketing its Apple Intelligence feature as a compelling reason to upgrade to the iPhone 16, it appears that many smartphone users are more focused on fundamental aspects, such as battery longevity.
A recent survey indicated that only a small proportion of users are actively utilizing AI functions on their devices, and these features haven’t emerged as a significant factor in their purchasing decisions.
During the iPhone 16 launch event, Apple placed considerable emphasis on Apple Intelligence and its potential capabilities, echoing this sentiment across various platforms.
Interestingly, teens were more receptive to the AI pitch, with 30% indicating they would consider an upgrade due to AI functionalities. However, according to a CNET survey surveying a broader audience of U.S. adults, this enthusiasm isn’t mirrored in the general population.
The findings revealed that merely 10% of smartphone users are engaging with AI tools for tasks like photo enhancements, while only 12% are utilizing generative AI applications such as ChatGPT. Additionally, just 14% expressed excitement for AI innovations in the future.
When it comes to upgrade motivations, the data isn’t very promising regarding AI.
Only 18% of respondents identified AI features as the primary incentive for upgrading their device. Instead, the leading reasons for purchasing a new phone were extended battery life (61%), increased storage (46%), and enhanced camera capabilities (38%).
If Apple aims to generate revenue from AI features through a potential Apple Intelligence+ subscription in the future, the current trends do not bode well.
Nearly half of smartphone users indicated a reluctance to pay additional fees for AI access on their devices.
Insights from 9to5Mac
The real challenge lies not in the present willingness of consumers to upgrade for AI functionalities, but how perspectives might shift once Apple Intelligence is fully deployed and initial users share their feedback.
When it comes to potential subscription services, the key will be assessing how beneficial iPhone users find AI features after experiencing them, and whether they perceive real value in upgrading to any future paid offerings from Apple.
Image: Composite from 9to5Mac featuring visuals from Apple and Maxim Berg on Unsplash