It's like any other feature in that the purchase price of the new iPhone and App Store revenue helps pay for the AI functionality. Like they hope people will want to upgrade their phones or switch to Apple for this.

% share with OpenAI?

Plus I’d now consider buying the new iPhone and wasn’t planning on a specific update from a 13 given the hardware is still fine

Incremental increase in future hardware sales (that will be required to use it fully).