Apple’s pro bundle makes sense, but making iWork freemium doesn’t

iWork apps: Transforming from free to Freemium.

The Apple Creator Studio subscription bundle announced earlier this week makes sense. We live in a world where Adobe’s Creative Suite and Microsoft Office have been subscription plays for more than a decade. When Apple bought Pixelmator in 2024, it seemed like Apple really was building its own take on the Creative suite, and later this month it’ll finally arrive.

At $129 a year, it’s a lot cheaper than Adobe’s Creative Cloud subscription and roughly what I pay for just Photoshop and Lightroom… but it’s obviously more expensive than Canva’s Affinity suite, which threatens a new business model of “free software, but pay for AI features.” Still, I’m old enough to remember when Logic and Final Cut cost many, many hundreds of dollars—putting them entirely out of the reach of most people. Now you can just spend $13 for a month in Final Cut or Logic to work on a project or even see if it’s the right tool for you. I think that’s a pretty good deal.

Truth be told, Final Cut and Logic are among Apple’s two most updated apps. I’ve been using them both for ages, and there are always new updates with new features—and I’ve very rarely been asked to pay for an upgrade. (The Logic Pro release notes are a sight to behold.) When a developer is committed to consistently improving its subscription product, I think it’s a fair exchange that benefits customer and developer alike.

The addition of Pixelmator also gives Apple a piece it was missing before. Pixemator combines many features found in Photoshop and Illustrator, giving Apple the design tool that it was missing previously. It’s hard for me not to look at this bundle and think that, for the people it’s designed to serve, it’s a pretty compelling offering.

But something about this announcement really doesn’t sit right with me.

Apple has chosen to roll its “iWork” apps—Numbers, Keynote, Pages, and Freeform—into this bundle. While the company has gone out of its way to assure everyone that those apps, which come free when you buy Apple hardware, will remain free… it’s also essentially converting them into “freemium” apps that have features that will only be unlocked if you pay $129 a year for the Creator Studio.

Some of the additional items do make sense as subscription offerings. Apple is offering loads of templates and themes for those apps, limited to subscribers. It’s not unreasonable to ask for money in order to access a content library, and the templates and themes seem geared at the target audience for the bundle: creators.

But it’s some of the other stuff that gives me pause. Apple is adding features to the iWork apps, and locking them behind a paywall. There’s a feature that generates a Keynote presentation from a text outline, and another that creates presenter notes from an existing slide deck. Users of Numbers will be able to have access to Magic Fill, which lets them “generate formulas and fill in tables based on pattern recognition.”

On the one hand, these read like they’re AI-powered features that might have actual costs attached to them. But they still don’t seem like features designed for the creative customers targeted by the bundle. They seem like regular features of Keynote and Numbers, ones that those apps’ much more general user base might want… but rather than being broadly released, they’re being withheld.

I don’t generally like the idea that Apple’s taking the free software that has added to the value of its premium hardware for a couple of decades and turning it into an upsell designed to generate more services revenue. But at least I can understand that if there’s an actual cost to running AI-powered functionality, giving it away entirely for free might not be a wise thing to do.

More specifically, this move stinks for anyone who uses Keynote and Numbers and isn’t in the target audience of Pixelmator, Final Cut, and Logic users. If Apple wanted to offer an iWork subscription for $20 a year that enabled AI features, some nice templates, and the rest, I’d… probably still complain.

It junks up the simplicity of the classic iWork concept: Apple devices come, for free, with a suite of software tools that let you get things done. Even though Apple has taken great pains to say that the iWork apps will remain free, they’re now free with an asterisk: free except for the stuff you have to pay for. Asterisks make things less simple.

But at least if Apple chose to offer iWork users a targeted bundle, it would be something understandable and reasonable. This, though? A feature to make building formulas and tables in Numbers is, somehow, limited to people paying $129 a year for Final Cut? A feature to make it easier for someone to build a Keynote presentation out of their notes is only available for someone shelling out $129 for Logic or Pixelmator?

It just doesn’t make sense. It’s as if Apple has decided that there can only be one Apple software bundle, and all of its apps are just going to be dumped into it. And I’m worried about where this potentially might lead, in terms of making the entire Mac, iPad, and iPhone buying experience feel more exploitative and gross. Apple needs to recognize that it’s in the business of selling high-margin hardware that people buy because it’s nice. The more that an expensive phone or computer is just an upsell opportunity for the real thing that requires an annual fee, the less special it is.

I understand charging an annual fee for great professional audio, video, and design tools. But for features in a free bundled spreadsheet app? It just doesn’t pass the sniff test.