A little more than half of respondents in a recent survey said they would be willing to pay at least $10 per month for unlimited access to Apple Intelligence.


In an online survey conducted in February and March, investment firm Morgan Stanley asked thousands of consumers in the U.S. to indicate the maximum amount of money per month that they would be willing to spend for unlimited access to Apple Intelligence. Approximately 1,400 of the 3,300 respondents were current iPhone owners, including 450 owners of iPhone 15 Pro and iPhone 16 models that are compatible with Apple Intelligence.

The breakdown was as follows:

• $15 or more per month: 22%


• $10 to $14.99 per month: 30%


• $5 to $9.99 per month: 17%


• Less than $5 per month: 11%


• Not willing to pay: 14%


• Don't know/too early to tell: 6%

Morgan Stanley analysts shared the survey results today in an Apple-focused equity research note, obtained by MacRumors. It said the survey's total sample represents the general population in the U.S. in terms of age, gender, and region.

The rollout of Apple Intelligence features has not gone smoothly so far. Apple was hit with class action lawsuits in the U.S. and Canada over its delayed personalized Siri features, and the company recently complied with the National Advertising Division's recommendation to remove "available now" wording from the Apple Intelligence web page. Apple also had to disable notification summaries for news apps after some of the summaries generated false information, and it has yet to re-enable the feature.

Even with Apple Intelligence getting off to a rocky start, this survey suggests that many customers would still be willing to pay for access to the features. However, it is unclear if Apple will ever charge for any of the features.
This article, "1 in 2 Surveyed Willing to Pay at Least $10/Month for Apple Intelligence" first appeared on MacRumors.com

Discuss this article in our forums

Following the introduction of the iPhone 16e in February, along with new iPads and Macs in March, what will Apple's next product announcement be? Based on rumors, a second-generation AirTag item tracker is potentially next up.


Last year, Bloomberg's Mark Gurman reported that a new AirTag would be released around the middle of 2025. More recently, a leaker known as Kosutami claimed that Apple plans to release a new AirTag in May or June this year. Both of those timeframes suggest that the next AirTag is up to a month or two away from launching.

Three upgrades have been rumored for the AirTag 2 so far:

• A second-generation Ultra Wideband chip, for up to 3× longer range compared to the current AirTag. The chip debuted in the iPhone 15 and the Apple Watch Ultra 2. On the iPhone 15 and iPhone 16 models, there is a Precision Finding for People feature that can help you to find your friends in crowded places, and it offers a range of up to 200 feet (approximately 60 meters).


• A more tamper-proof speaker, as a safety measure to reduce stalking.


• Improved integration with the Apple Vision Pro.

No major design changes are expected.

The original AirTag was announced during an Apple Event in April 2021. In the U.S., an individual AirTag costs $29, and a set of four costs $99.
This article, "What to Expect From the AirTag 2" first appeared on MacRumors.com

Discuss this article in our forums

Apple Intelligence features are no longer marketed as being "available now," following a U.S. National Advertising Division (NAD) inquiry.


In a press release today, the NAD said it recommended that Apple discontinue or modify the "available now" text on the Apple Intelligence page, given it falsely conveyed that all of the features listed on the page were available at the time the text was first added. Apple disagreed, but it chose to respect the recommendation.

"While we disagree with the NAD's findings related to features that are available to users now, we appreciate the opportunity to work with them and will follow their recommendations," said Apple, in a statement shared in the press release.

Apple added the "available now" text to the Apple Intelligence page shortly after iOS 18.1 was released on October 28. Only some promised Apple Intelligence features launched in iOS 18.1, with others like Genmoji, Image Playground, ChatGPT integration in Siri, and Priority Notifications not available until iOS 18.2 through iOS 18.4. In addition, the personalized Siri features listed on the page were delayed until the coming year.

Apple first updated the page in mid-March to indicate that the personalized Siri features are coming in a future software update.

Apple then removed the "available now" text from the Apple Intelligence page in the U.S. on March 31, according to the Internet Archive's Wayback Machine.

The "available now" text did have an asterisk that led to fine print indicating that some of the Apple Intelligence features would be coming over the course of the next year, but the NAD said this footnote was not "sufficiently clear."

The NAD said the advertising claims on the page are now adequate.

The NAD, part of the independent, non-profit organization BBB National Programs, oversees the truthfulness of U.S. advertising. While its decisions are not legally binding, advertisers often comply with its recommendations, to avoid negative press or potential enforcement action from the U.S. Federal Trade Commission (FTC). When an advertiser does not comply with the NAD's recommendation, the NAD will refer the case to the FTC for review.

This news was first reported by The Verge.
This article, "Apple Complies With Recommendation to Remove 'Available Now' From Apple Intelligence Page" first appeared on MacRumors.com

Discuss this article in our forums

Today is Earth Day, and Apple is celebrating the occasion in five ways.


First, Apple has updated its home page to highlight its ongoing Apple 2030 initiative. Apple is aiming to become carbon neutral across its entire business, manufacturing supply chain, and product life cycle by 2030. Last week, Apple announced that it surpassed a 60% reduction in its global greenhouse gas emissions compared to 2015 levels. More details are available in the company's 2025 Environmental Progress Report.

Second, Apple recently launched an Earth Day promotion that offers customers 10% off eligible Apple accessories when they recycle eligible devices at participating Apple Stores. The offer is available through May 16 in the U.S. and many other countries. For more details about the promotion, read our earlier coverage.

Third, the annual Earth Day Activity Challenge has returned. Apple Watch users who complete any workout for 30 minutes or longer today will receive a 2025 Earth Day award in the Activity app, along with animated iMessage stickers.

Fourth, Apple plans to enable Clean Energy Charging on iPhone and iPad demo units in U.S. stores. With this feature, the devices will charge at times of the day when the electric grid is relatively cleaner, as much as possible.

Finally, Apple is celebrating Earth Day with content across some other apps and services. For example, Apple Fitness+ subscribers can listen to a new Time to Walk episode featuring actress and climate advocate Shailene Woodley.
This article, "Apple Celebrating Earth Day in These Five Ways" first appeared on MacRumors.com

Discuss this article in our forums

Apple seeded the third beta of iOS 18.5 to developers today, and so far the software update includes only a few minor changes.


The changes are in the Mail and Settings apps.

In the Mail app, you can now easily turn off contact photos directly within the app, by tapping on the circle with three dots in the top-right corner.


In the Settings app, AppleCare+ coverage information is more prominent.


iOS 18.5 will likely be released to the general public in May.
This article, "iOS 18.5 Includes Only a Few Changes So Far" first appeared on MacRumors.com

Discuss this article in our forums

Apple today shared a new ad for the Clean Up feature in the Photos app, which can identify and remove distracting objects from the background of a photo.


In the video, a man flexes his muscles in front of a mirror, while a woman takes photos of him with an iPhone. Later, the man realizes that the woman is visible in the mirror in the background of the photos, so he uses the Clean Up tool to remove her. The ad emphasizes the ease of using the feature, but in reality it does not always work perfectly.

Clean Up is an Apple Intelligence feature, meaning that it is only available on the iPhone 15 Pro, iPhone 15 Pro Max, or any iPhone 16 model. It was one of the first Apple Intelligence features to roll out, as part of iOS 18.1 last year.
This article, "New Apple Intelligence Ad Highlights 'Clean Up' Feature in Photos App" first appeared on MacRumors.com

Discuss this article in our forums

Apple TV+ is currently available at a much lower price than usual, but time is running out if you want to take advantage of the offer.


In the U.S., new and qualified returning customers can subscribe to Apple TV+ for just $2.99 per month, for three months. Afterwards, regular pricing of $9.99 per month applies. The offer is available in the Apple TV app, and at tv.apple.com, through April 24. Unfortunately, existing subscribers are not eligible to receive the discount.

The promotion is running in other countries, too. In Canada, for example, the special price is set at $3.99 per month. In the U.K., it is set at £2.99.

With an Apple TV+ subscription, you can watch all of Apple's original shows and films. You can also watch select MLB and MLS games with weekly Friday Night Baseball and Sunday Night Soccer doubleheaders, at no additional cost.
This article, "Apple TV+ Available at Significantly Lower Price Until Next Week" first appeared on MacRumors.com

Discuss this article in our forums

Just in time for the start of the NBA and NHL playoffs this weekend, the Apple Sports app has received a new Game Card Sharing feature.


With this feature, Apple Sports users can generate and share game cards for all supported leagues, whether the matchup is upcoming, live, or completed. The game cards can be shared via iMessage, on social media, and elsewhere. In addition to the NBA and NHL, the feature will be available for MLB, MLS, Formula 1, and more.

Apple's example screenshots show a game card for the recent Memphis Grizzlies vs. Golden State Warriors play-in game, complete with the final score.

The feature is available starting today, with no app update required.

Launched in February 2024, the Apple Sports app shows scores, stats, standings, upcoming games, and more for a variety of leagues. The free app is currently available on the iPhone only, in the U.S., the U.K., and Canada.
This article, "Apple Sports App Now Lets You Share Game Cards via iMessage and Social Media" first appeared on MacRumors.com

Discuss this article in our forums

The new Beats charging cables added to Apple's online store on Tuesday can also be purchased at Apple's physical stores in many countries starting today.


The cables are available in a variety of colors and lengths, with USB-C to USB-C, USB-C to USB-A, and USB-C to Lightning options. All of the cables have a Beats logo, along with a woven design that increases durability and helps to prevent tangles. In the U.S., prices range from $18.99 to $34.99 for one to two cables.

Notably, this is Apple's first own USB-C to USB-A cable, which could be popular for CarPlay.

Overall, there is nothing extraordinary about these cables, and many cheaper alternatives that are functionally equivalent are available on Amazon.

Beats has shared another ad for the cables on its YouTube channel.


Apple acquired Beats in 2014, and the popular headphone brand has recently pushed into a few other product categories, including iPhone cases and charging cables. Apple also re-released a Beats Pill portable speaker last year.
This article, "Beats Cables Now Available at Apple Stores" first appeared on MacRumors.com

Discuss this article in our forums

In its 2025 Environmental Progress Report released today, Apple revealed that it plans to expand its Clean Energy Charging feature to iPhone and iPad demo units on display at Apple Stores and other retail stores across the United States.


Introduced in the United States in 2022, as part of iOS 16.1, the optional Clean Energy Charging feature enables iPhone users to charge their devices at times of the day when the electric grid is relatively cleaner. Apple says the feature can reduce your carbon footprint by selectively charging when lower carbon-emission electricity is available.

In a new document, obtained by MacRumors contributor Aaron Perris, Apple said the Clean Energy Charging feature will be enabled by default on all iPhone and iPad demo units in U.S. stores, reducing the carbon footprint of those devices. To ensure that the demo units are always ready to be used by customers, Apple said devices will resume charging immediately in the event that they drop below 50% battery life.

Clean Energy Charging is enabled by default for customers too. On iOS 16.1 and later, the feature can be managed in the Settings app, under Battery → Battery Health & Charging. The feature is still available in the contiguous United States only.


It is unclear exactly when the feature will be enabled on iPhone and iPad demo units.

This is just one of several environmental initiatives and milestones that Apple has announced ahead of Earth Day on April 22.

Apple has a support document with more details about Clean Energy Charging.
This article, "Apple to Enable Clean Energy Charging on iPhone Demo Units" first appeared on MacRumors.com

Discuss this article in our forums

If you have been experiencing issues with wireless CarPlay in your vehicle lately, it was likely due to a software bug that has now been fixed.


Apple released iOS 18.4.1 today, and the update's release notes say it "addresses a rare issue that prevents wireless CarPlay connection in certain vehicles."

If wireless CarPlay was acting up for you, updating your iPhone to iOS 18.4.1 should help.

iOS 18.4.1 also includes other bug fixes and security updates.

To update your iPhone, open the Settings app and tap on General → Software Update.
This article, "Apple Releases Wireless CarPlay Fix" first appeared on MacRumors.com

Discuss this article in our forums