Apple Intelligence Becomes Mandatory, Not Optional
Source: Michael Tsai
Apple is reportedly moving toward forcing Apple Intelligence features on users rather than offering them as opt-in functionality, a departure from positioning AI as a premium differentiator. The shift reflects pressure to drive adoption metrics and normalize on-device AI across its install base, but risks alienating users who value simplicity or distrust the technology—particularly in markets where regulatory scrutiny of AI is intensifying. Mandatory features are easier to monetize and measure, but contradict the user-control narrative that justified premium pricing.