Apple announced a new AI service called Apple Intelligence

It will be free for everyone at first (starting in October with iOS 18.1).

[{"selector":"#anim-ca7f4400-4c7b-4a47-b070-b6a6d6f1c3d1","keyframes":{"transform":["translate3d(-116.00001%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-dd4f7fca-644c-476e-83c9-73e41acc58d6","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Some fancy features might cost money later (maybe $20/month in 3 years)

[{"selector":"#anim-2fc97983-a69b-4f6a-bd60-4f48baad74f3","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-0e5db296-6109-4def-8792-68643c8d7aa6","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Apple wants you to get used to it before they charge.

[{"selector":"#anim-296d1727-93a3-4970-bd36-ad8ca44f88b9","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-7a025144-ca4e-405b-a1ef-1738246789e9","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Only iPhone 15 Pro models will have it for now.

[{"selector":"#anim-70d47736-b9a5-43d7-8767-e2f1f1ea5685","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-b957668f-b58d-4385-95b4-f154350e9188","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Future iPhones might have more advanced AI features.

[{"selector":"#anim-1df68bd7-4c77-4753-8803-e363f7f5ca65","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-ee0eb6d4-77d2-4a24-b329-d4fbd15cc2ed","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

Apple is working on making the paid features worth the cost.

[{"selector":"#anim-e36e90c0-c836-44b0-a87d-70f68385667a","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-bf17bf18-4df0-405e-b5a5-3e7a2d0925e7","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

They want to be a leader in the AI phone game.

[{"selector":"#anim-24964d72-5f6b-46dc-b9ba-d6e6a7a1f3ce","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-6e5b1e54-4039-4bc8-9fc6-2e9df2bf189a","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

You won't be charged for features you already use.

[{"selector":"#anim-175d823c-5b25-43d9-85c0-cae7e927d25a","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-09c1a70b-780d-4d71-93a1-bdabdb118ba0","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]

It's all about getting users hooked before potentially charging them.

[{"selector":"#anim-d9fc54a0-a445-4bea-bda7-f09edb47f81e","keyframes":{"transform":["translate3d(-119%, 0px, 0)","translate3d(0px, 0px, 0)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .8, 1)","fill":"both"}] [{"selector":"#anim-24693ddc-f28c-43c2-aef0-e50086462718","keyframes":{"transform":["rotateZ(-180deg)","rotateZ(0deg)"]},"delay":0,"duration":1000,"easing":"cubic-bezier(.2, 0, .5, 1)","fill":"forwards"}]