Apple plans paid AI tier within iCloud Plus for power users

Apple is considering paid upgrade tiers within iCloud Plus to accommodate users who want unlimited or higher access to its emerging AI capabilities, CEO Tim Cook revealed during an earnings call this week.

What Cook said#

Cook indicated that as people use Apple Intelligence and the redesigned Siri AI heavily, the company plans to offer "upgrade possibilities on iCloud Plus where people can buy up the stack." While he did not announce specific pricing or availability, his comments suggest a tiered pricing model is under development.

AI usage limits already in place#

Apple has already implemented daily usage caps on its AI features—including image generation and other computationally intensive tasks—because they depend on server-side processing. The company noted in June that most iCloud Plus subscribers have access to increased limits, but those ceilings remain in place to manage infrastructure demands.

Later this fall, Apple will roll out its long-awaited Siri overhaul alongside iOS 27, bringing conversational abilities and cross-app actions to the assistant. The update also introduces a ChatGPT-style standalone app for Siri interactions.

Services revenue climbing#

Apple's services division, which encompasses iCloud Plus, Apple TV, and Apple One bundles, generated $30.74 billion in revenue in recent months, making subscription upsells increasingly important to the company's financial strategy.

Read more at The Verge