Apple bets cheaper AI will woo small developers

https://techcrunch.com/2026/06/08/apple-bets-cheaper-ai-will-woo-small-developers/

by jbernardo95 • 1 month ago

99 37 1 month ago

techcrunch.com

bigyabai• 1 month ago

Small developers: "Your $99/year tithe has cost me thousands of dollars to provide basic support for your ecosystem."

Apple: "Did somebody say 'we want cheaper AI'?"

thallavajhula• 1 month ago

Reading the title I had a very different notion of what to expect. The article has something completely different. I was hoping this would be something for indie app devs.

blobbers2• 1 month ago

uhh isn't it basically free access to API if your apps are less than 2 million downloads?

hdjrudni• 1 month ago

Before opening the link I thought they were reducing the cost per token.

This smells more like a get you hooked and then crank the costs.

Not that I'd be any less skeptical of the first option. We've already seen providers reduce quotas and raise prices.

Grimblewald2• 1 month ago

Cheaper isn't as much of a problem as functional.

emodendroket3• 1 month ago

I mean, yeah, if it doesn't work at all nobody will use it. But the big players are spending $1k/mo.+ on AI at this point. That's obviously out of reach for many.

throwaway27448• 1 month ago

I think precisely the opposite: the marginal value of expensive models is quite small.

Grombobulous• 1 month ago

If I were to guess, cheaper in this context is being used by Apple to catch up to having an AI product with a real moat.

And, of course, Apple’s best moat is the App Store.

The other competitors have their coding and productivity software, all the stuff they built around their models.

Apple doesn’t really have much of that and I think this is essentially their only hope to gain some B2B revenue from AI.

Grimblewald2• 1 month ago

yeah, but gemma models are shit, objectively speaking. I've been building edge AI tools for my lab group, and gemma lineage hallucinates so much it cannot be used at all. We're almost exclusively using qwen models. Given no image with a prompt for OCR to a gemma model, it'll make things up even if told to null fields not present. Qwen will a) follow instructions (placing things not clearly legible into a dedicated 'notes' field), return null for missing items, and get some pretty wild OCR tasks done quite well. It's almost got the opposite problem, I've had to limit how quickly people can submit an OCR ingested label to the DB because people started trusting it to never make mistakes, while gemma required correction on nearly every scan because of things it made up. So gemma didn't win on tok/s, accuracy, grounding of answers, etc. Theres no conceivable spot where it wins, and this was for qwen-vl:4b vs gemma e4b, so qwen model is 1/3 of the size, runs faster, and is far more reliable. So what does gemma really bring to the table?

It's not the cheapest, its worse than cheaper options, etc. All it really brings is the google label.

jmclnx• 1 month ago

Apple is hoping to draw in newer developers with lower AI infrastructure costs

Good luck, but define "cheaper" ? If you have to pay, no individual will pay, just corporations.

dylan6043• 1 month ago

How do you come to this conclusion. I know several people that are absolutely not techy dev types, yet they pay for a subscription to chatgpt.

emodendroket3• 1 month ago

You can get a certain portion of the population to pay $20/mo. but I think it's a very small population who's paying enough to actually cover frontier models in agentic workflows right now.

JumpCrisscross• 1 month ago

If you have to pay, no individual will pay

Fee with ads is the right fit for most people. But I don't think that describes most Apple customers or developers.

yalogin• 1 month ago

What is the target to write for is the key aspect here. Not sure there is enough on the phone for developers to create new experiences. I fear all of them are going to try to automate everything on the phone for the user. Not sure what value that provides. May be I am overly skeptical , let’s see

thewebguyd• 1 month ago

Maybe I'm a "simple" user but I honestly can't think of anything I'd need automated on my phone that I haven't already automated myself with shortcuts. It's first and foremost a communication device, and I don't need AI automation to reply to my messages or emails for me, nor do I necessarily want purchases/ordering things automated either.

The personal context/search stuff is nice, but that's first party now so yeah, not much room for new experiences.

sublinear• 1 month ago

Is this more scraping at the bottom of the barrel?

I get it. So many tech companies built their platforms around people submitting their work for sale. Now that things have cooled down they're desperate. This is exactly like what happened to the music and movie industries.

If they want to make money they must take bigger creative risks. AI is the exact opposite of that because it's trained on what's already been done.

genghisjahn• 1 month ago

I'm 5'7" thank you very much. That's above average in some regions.

stevenwireless• 1 month ago

but these "free" tokens take up an end user's daily free quota, after which a user needs to pay. ?

e28eta• 1 month ago

I haven’t been able to find a cost for larger developers. Is that published yet?

Their presentations talked about how it was based on the user’s quota, with higher quotas for iCloud+ subscribers.

LoganDark• 1 month ago

Wait, Apple is charging infrastructure fees? Since when, or are they just introducing new fees for those with over 2 million first-time downloads?

bryanrasmussen• 1 month ago

the small developers eager to pay the Apple tax! I wonder what the theoretical size of this set is.

ido• 1 month ago

I run a company of 4 people (including myself) and the "apple tax" (if by that you mean the price premium of macs and iphones vs PC and android) is a tiny fraction (borderline rounding error) of my budget.

trvz• 1 month ago

Apple tax generally refers to the 30% cut on app and in-app sales.

blitzar• 1 month ago

once the 8 or 9 figure bills for openai & anthropic tokens arrive we can review this topic.

NietTim4• 1 month ago

Can't wait to try it. Made a small log app for my IBS which allows free text input and uses LLM to create JSON. If that could be done on device with a foundation model, it would be awesome. (and also completely bomb my income model)

sureglymop• 1 month ago

I think that can pretty realistically be done with Gemma or Qwen, although maybe with some delay. They run great on android in the Edge Gallery app.

Further, you could allow for voice input by running whisper STT locally, then doing a small context-aware correction pass with Gemma or Qwen to correct words it got wrong.

NietTim4• 1 month ago

The issue with those solutions is that it would balloon my app size because I'd need to embed the model, or add a mechanism to download the models afterwards, for something that is essentially a note taking app. But maybe I can make it an option and word it effectively, that is an idea! Your idea for doing a context aware correction pass on STT is very interesting and something I hadn't thought of yet. Thank you for your thoughts!

krisknez• 1 month ago

I think Apple should do niche AI as in all these companies run LLM on their infrastructure and Apple should focus on running light LLMs on their devices which are capable of doing so.

This means it would be cheap for the end user and they could sell their "privacy" by saying that the user's communication never leaves their devices

cwmoore• 1 month ago

See Gemma 4 Edge models like gemma4:e2b

Apple bets cheaper AI will woo small developers

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