Can Apple’s iOS 27, Siri AI Fuel Its Next Subscription Push?
by Ankush Das · Inc42SUMMARY
- iOS 27, released on September 14, makes Siri AI its centrepiece, bringing personal context, in-app actions and on-screen awareness to iPhones as old as the iPhone 15 Pro
- It is Apple's most capable consumer AI yet, but it is not tuned for every market, and Apple has said higher usage will carry a fee
- The iPhone 18 Pro starts at ₹1,64,900. Apple's availability page lists live translation on AirPods, expressive Siri voices and health data requests only in English
- Added to Saved Stories in Login
Apple’s new Siri AI and iOS 27 are rolling out from today, September 14, 2026. Apple first promised a rebuilt Siri in 2024, then delayed it to 2026, but it’s finally here.
And while it was ex-CEO Tim Cook who announced Siri AI way back in 2024, this time around it is new CEO John Ternus who will lead the rollout of the all new Siri AI as well as the new hardware lineup, headlined by the iPhone Duo.
A lot has been written about the new iPhone Duo and the Pro models, so we won’t belabour those points here. The thing that’s surprised many is that Apple is not targeting the entry-level or the mass market with these launches at all.
The premium positioning of the hardware is being attributed to Ternus’ own background leading Apple’s hardware division. That may be true to a large extent, but given the supply chain woes of the past year and a half when it comes to memory and storage chips, there’s also the feeling that Apple had no choice but to cater to the high-end market in 2026.
That may well change next year. But this year, the entry barrier to experiencing the best of iOS 27 and all its Siri AI features is slightly higher. This makes us wonder will Apple’s AI experiences be worth it to justify this high price even if the hardware shines?
If Apple is unable to cater to the basic AI expectations even after two years of promise and development, there will definitely be some concern.
Three things decide whether Apple can pull it off:
- Whether Siri AI can adapt to how people in different markets speak, particularly given India’s diversity
- Whether it can run smoothly and just as well on older iPhones
- Whether the features will sway consumers enough to pay subscription fees for Siri AI in the future
What The Focus On Hardware Actually Means
Before we answer these questions, a brief detour.
Every year-end Apple is once again in the spotlight for its latest iPhone release. In that regard, 2026 is no different. But there’s a decidedly different Apple when it comes to iPhones this year.
There’s no focus on the entry-level segment; instead it’s all about the higher-end iPhone 18 Pro, 18 Pro Max and iPhone Duo. These models are the most expensive iPhones being sold by Apple. And some could argue that only the iPhone Duo is offering something different.
But given the high pricing in India and indeed in other parts of the world, something feels different this time.
Apple devices have always been one of the most expensive products in the market, and this is true for iPhones too. But Apple has always offered something for every class of user, particularly with India on its mind. With the new generation, its best features come with a huge price tag.
Backing our argument around the high pricing for the hardware this year, Gartner’s Padhi said it is a supply chain problem rather than opportunism on Apple’s part.