Apple could charge up to $20 for some Apple Intelligence AI features, analysts say

Apple could charge its users up to $20 for its advanced artificial intelligence features, analysts told CNBC, as the company looks to boost the growth of its lucrative services business.

The Cupertino giant plans to rollout Apple Intelligence, its forthcoming AI system, across some of its devices later this year.

When Apple announced its AI system in June, the company promised a bolstered Siri voice assistant, as well as features including the ability to automatically generate emails and images. While these features will roll out slowly, with regions such as China and Europe initially not receiving access, Apple could charge a subscription for the more advanced apps, analysts said.

Neil Shah, partner at Counterpoint Research, said investment in AI is expensive and Apple will want to pass that cost onto its users.

"Software and services makes it more lucrative for Apple to pass it on with the Apple One subscription model," Shah told CNBC in an interview last week.

Apple One costs $19.95 a month and gives users access to various Apple services including Apple Music.

Shah said Apple could charge between $10 and $20 for Apple Intelligence, potentially as part of Apple One, for more premium AI features.

Apple's services division brought in $24.2 billion in the June quarter, making it unique as many other hardware firms have not managed to monetize software.

"Apple is one of the few connected devices companies that has successfully monetized the value-added services it offers," Ben Wood, chief of research at CCS Insight, told CNBC this week.

"As a result, it has set a precedent with its users that they have to pay for more premium services. On this basis, it can't be ruled out that Apple may choose to charge for more advanced features