What do iPhone users want from Apple Intelligence?

With the recent announcement of Apple Intelligence at Apple WWDC24, the tech world’s attention has shifted to how AI technology can reshape the mobile experience.

A fresh YouGov poll – conducted the week after the newest iPhone model launched – reveals that newer iPhone users already show higher levels of awareness of Apple Intelligence and anticipation for AI-powered features compared to older iPhone and non-iPhone users. Apple Intelligence will initially be available on the iPhone 15 Pro, 15 Pro Max and iPhone 16 models, and this is how we defined newer iPhone users for the purposes of this survey.

AI Brand Awareness

In light of Apple Intelligence’s debut, it’s perhaps no surprise that Apple Intelligence awareness is particularly high among owners of the devices that will first receive these features:

• 43% of newer iPhone users are familiar with Apple Intelligence, compared to 33% of older iPhone users and just 19% of non-iPhone users.
• Upon launch, more than a quarter of Americans (26%) are already aware of Apple Intelligence.

When looking more broadly at AI brands, ChatGPT stands out as the clear leader among all American consumers, with 61% awareness. Google Gemini – following its rebrand from Google Bard in February 2024 – comes in next at 40%, followed by Microsoft Copilot at 32%.

Samsung Galaxy AI, which launched with the Galaxy S24 flagship in February 2024, has also reached 32% awareness, spiking to 35% among non-iPhone users, with whom Samsung dominates market share.

AI features on smartphones

Newer iPhone users are more likely to embrace AI features on their devices, with 65% reporting that they either use or intend to use AI tools, compared to 52% of Android users.

Asked about use cases, the most anticipated AI applications among newer iPhone owners are:

• Photo and video tools: 35% use or intend to use AI to edit photos and videos, higher than the general population at 25%. This may be related to the fact that users of newer iPhone models are markedly more likely than the general population to be members of social media platforms like Instagram (72% vs 53%), TikTok (44% vs 30%) and Snapchat (39% vs 25%).
• Writing tools: 28% use or would use AI for tasks like rewriting emails, above the 22% average for the general population.
• Voice assistants: While popular across the board, a relatively smaller share of newer iPhone users rate AI-driven voice assistants as one of their top two use cases (24%), compared to 30% of the overall population.

When looking at older iPhone users, Voice Assistant remains the top feature. However, writing tools – selected by 25% of respondents – may provide Apple with the strongest message to persuade aging iPhone owners to upgrade their devices.

Self-reported experience with generative AI

Newer iPhone users also report having more experience using generative AI overall. 59% consider themselves experienced with these tools, significantly higher than non-iPhone users (52%) and older iPhone users (44%). What’s more, 19% of newer iPhone users feel "very experienced" with generative AI, almost double the general population (11%).

Demographic factors might be at play here. Newer iPhone model owners are much likelier to belong to the 35-54 age bracket than owners of other categories. Only 24% of older iPhone users and 29% of non-iPhone users belong to this middle-aged bracket. It could be that people in this age group are simply more likely to have gained extensive experience with generative AI.

Newer iPhone users also have reservations about AI

While newer iPhone users are clearly excited about the prospect of Apple Intelligence, they also have reservations about AI on their smartphones:

• 32% think “AI features on smartphones are just a fad” (compared to 24% of the general population)
• 47% worry that “AI features will kill my battery” (compared to 38% of all Americans)
• 62% think AI on smartphones “is just another way for companies to collect my data” (compared to 60% of all Americans and 57% of non-iPhone users)
• 74% agree that “having a good signal wherever I go” is more important than having new AI features (slightly fewer than the 77% of the general population.

Apple Intelligence has already gained substantial recognition, which is impressive given that the service is yet to even be rolled out. Our analysis suggests that newer iPhone users already have expertise using other generative AI platforms and are excited to use new features on their smartphones. However, as early tech adopters, they also have a degree of scepticism of new features – both from a performance and data privacy perspective.

Want a generational breakdown of this data? Read part one of this series to understand how attitudes to AI differ by age group.

Methodology: YouGov Surveys: Serviced provide quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online on 23-24th September, 2024, with a nationally representative sample of 1221 adults (aged 18+ years) in the US, using a questionnaire designed by YouGov. Data figures have been weighted by age, race, gender, education, and region to be representative of all adults in the US (18 years or older), and reflect the latest population estimates from the Census Bureau’s American Community Survey. Learn more about YouGov Surveys: Serviced.