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Apple Inc.’s (AAPL) Apple Intelligence may have faced some initial skepticism among industry experts, but according to brokerage firm Morgan Stanley, the technology is making significant strides with U.S. consumers. In March 2025, the firm's AlphaWise survey, which sampled 3,300 U.S. consumers, revealed unexpected positive feedback for Apple Intelligence.
Analyst Erik Woodring pointed out that nearly 80% of eligible U.S. iPhone users have engaged with Apple Intelligence in the past six months. Furthermore, 42% of Morgan Stanley survey respondents emphasized the importance of having Apple Intelligence on their next iPhone, with 54% of those likely to upgrade within the next year feeling the same way.