While Apple Intelligence is already featured in the company's marketing for the latest iPhones, the rollout has been deliberate and limited. Apple says that is to allow it to test new features and make sure it has enough server capacity. The entire Apple Intelligence suite is still officially in beta, and it's only available in a handful of English-speaking countries.
Apple's move to turn Apple Intelligence on by default is a step toward a more complete rollout of the feature. Previously, users with supported iPhones — models that were released in 2024 as well as 2023 "Pro" level models — were prompted to turn on Apple Intelligence when setting up their phone, a process that included downloading AI models from the internet and some installation.