During an earnings call on Thursday, Apple CEO Tim Cook hinted that users may soon be able to pay for increased access to the company’s AI features. Cook stated, ‘We will have some kind of upgrade possibilities on iCloud Plus where people can buy up the stack.’

Begun this fall with iOS 27, Apple's long-awaited Siri AI promises to make our devices more responsive and helpful. The new app offers a ChatGPT-like interface and can answer questions about what’s on your screen or take actions across apps.

However, in June, the company admitted that its AI features have daily usage limits due to reliance on powerful server models. Despite increased access available across most iCloud Plus plans, there may be additional tiers for heavy users of Siri and other Apple AI tools.

The move could reflect a growing trend where tech giants offer premium services for those who want more from their devices. With Apple’s services business raking in $30.74 billion in revenue over the past few months, such an upgrade could be seen as a savvy business decision to keep users engaged and paying extra.