Apple CEO Tim Cook said on an earnings call this week that while Apple’s revamped Siri and new Apple Intelligence features may be free to start, power users will likely have to pay for extended usage. Asked how Apple plans to recover AI compute costs, Cook responded that it is "obviously early going for us" and that he doesn't want to say they have a complete plan. However, he added, "we do believe there will be people [who] want to use it a lot. And so we will have some kind of upgrade possibilities on iCloud+, where people can buy up the stack on iCloud Plus." Apple previously hinted during WWDC that certain AI features, including Image Playground, could come with usage caps. iCloud+ plans start at $0.99 per month for 50GB and go up to $60 per month for 12TB. Cook’s statement arrives just weeks after Apple raised iCloud+ prices in eight countries, including Egypt, Japan, Indonesia, New Zealand, Nigeria, the Philippines, Turkey, and Vietnam. Apple’s updated Siri is already available via iOS 27’s public beta, with a general release expected in September with the latest iPhones. Siri AI updates include a new chatbot-like interface, the ability to explain what you see on the screen, take action across apps, and create Shortcuts using natural-language prompts.