The development of artificial intelligence has accelerated considerably in recent months, especially when it comes to smartphones. However, it seems that the big players (Apple, Google, and Samsung, I’m looking at you) are making a serious mistake when it comes to selling artificial intelligence to customers.
If you’ve been following the news, you may have noticed that Samsung and Apple are planning to add subscriptions to their AI systems in the future. While we don’t know what features will actually be removed, or perhaps added, this doesn’t look like a good idea from the outside. I don’t think this will help drive sales of the new phones for a number of reasons, primarily the added cost, and I think it shows that the companies are focusing on the wrong place.
Apple, Samsung and Google have already found the perfect solution, at least in my eyes, to get people to adopt AI and then upgrade to more expensive devices.
Adding basic AI features to cheap phones is fantastic
Samsung has indicated that it plans to add some AI features to the Samsung Galaxy A35 and Galaxy A55. At the same time, rumors are circulating that Apple is planning to bring some AI features to the iPhone SE 4. Those of you with a keen eye may have noticed that this follows the trend set by the Google Pixel 8a, which had many of the same AI tools as the Google Pixel 8.
I think AI should never be the primary reason to buy a phone because I think it allows companies to use consumers as free beta testers. It also often means we end up buying a phone for a feature that may not work and may never even make it to market. This feels disingenuous, and is especially true when the phone maker heavily touts AI as a core part of the phone.
I hate the idea of paying a lot of money for a new phone to get a cool new feature, only to have to pay a subscription on top of it. However, the idea of putting AI on cheaper versions of phones and locking some of the gimmicky features behind a subscription while the features on the more expensive phone remain free seems like a better idea.
Adding AI to cheaper phones helps more people
Adding AI to cheaper phones also has the benefit of making it available to more people, especially those who might need it. In reality, most of the most advanced smartphones are out of reach for most consumers. This is especially true for the elderly or disabled. This is tragic, because these are also the people AI can help the most.
There’s a risk that developers will focus on tasks that don’t benefit the majority of people. The truth is that features like in-person translation and generative assistants will always be more useful than the ability to generate an image, add a drawing to a photo, or quickly write a song. If you lock these features behind an expensive phone and a subscription, you’ll feel like a predator.
I want to see more devices with AI to help people who need it, and I know that the best way to do that is to introduce it to cheaper phones. However, I also know that companies need to recoup their costs, because after all, building and maintaining AI is expensive. Subscriptions are a known way to generate a steady stream of revenue. After all, Apple One has had some success, but I think relying on this system is a mistake.
The other alternative would be to create a series of phones that specialize in using AI to help people who need it. Obviously, it wouldn't be like the Rabbit R1, but the concept is sound. For now, I think that keeping features that help people access devices isn't a bad thing, and I think that introducing them to cheaper versions of phones will even allow manufacturers to make a profit.
Subscriptions aren't all bad, but they're not the solution
I don’t think we’ll ever see the end of subscriptions, and honestly, they’re not all bad. As I said, the Apple One subscription offers users great value for their money, and the value will only increase with the recent Apple TV announcements. However, I think we need to seriously think about why people want AI and how much value we place on it.
The next few months will be a real learning experience with the introduction of the iPhone 16 and Apple’s AI limitation versus Samsung introducing as many phones as possible with Galaxy AI. I think the different approaches will tell us a lot about what resonates with customers. So only time will tell what the best way to sell AI is, but I think subscriptions are leading phone makers down the wrong path.