Apple is considering placing usage limits on its upgraded Siri AI, with the option for users to pay for expanded access through its existing iCloud+ subscription plans. Outgoing CEO Tim Cook disclosed the plans during his final earnings call as CEO in July 2026, though he noted the details are not finalized.
“We do believe there will be people that want to use [Siri AI] a lot, and so we will have some kind of upgrade possibilities on iCloud+, where people can buy up the stack on iCloud+, and we’ll see how the pickup for that is,” Cook said. The approach mirrors how other AI providers such as Anthropic and OpenAI operate, offering limited free access alongside paid tiers for heavier usage.
The revamped Siri AI is currently available in the iOS 27 beta and is planned to roll out more broadly this fall. Apple’s AI efforts have faced significant setbacks: the company licensed a custom Gemini model from Google to supplement Siri’s capabilities, and paid $250 million to settle a class action lawsuit over how it marketed the iPhone 16’s AI features.
Cook’s departure marks a leadership transition, with longtime Senior Vice President of Hardware Engineering John Ternus set to take over as CEO. Ternus will inherit a challenging environment that extends beyond AI. An industry-wide RAM shortage driven by AI demand has raised hardware production costs, prompting Apple to increase prices on Macs and iPads last month. The company has not yet adjusted pricing on its iPhone lineup.
The potential Siri AI paywall could represent a new recurring revenue stream for Apple, though the structure and pricing of any iCloud+ upgrade tiers have not been announced.
Source: TechCrunch