# Apple Limits AI Team Spending

> Apple cuts daily AI token budgets for engineering teams to curb costs.
- Title: Apple Limits AI Team Spending · Inc | Shortify
- Summary: Apple cuts daily AI token budgets for engineering teams to curb costs. Apple reduced engineering teams' daily AI token spending from $300 to $200, with plans…
- Keywords: apple, token spending, engineering teams, budget limits, cost control, Inc
- Source: Inc — https://inc.com/robert-gillespie/apple-rationing-ai-use-team-budget-limits/91432886
- Read time: 1 min
- Topics: apple, ai, token spending, engineering teams, budget limits, cost control
## Apple cuts AI token spending
Apple reduced daily AI token budgets for engineering teams from $300 to $200 in October, with plans to lower it further to $100 or $25.
## Earlier tech trend
Earlier this year, tech giants encouraged unlimited AI use, with Nvidia CEO Jensen Huang stating he’d be 'deeply alarmed' if an engineer didn’t spend at least $250,000 annually on AI tokens.

> deeply alarmed
## Apple’s shift
Apple has reversed this trend, cutting daily AI token allowances for engineering teams to $200 and considering limits as low as $25 for some teams.
## New CEO’s cost focus
New CEO John Ternus aims to tighten costs across the business, including AI token spending, as Apple moves away from unlimited AI use.
## Why this matters
The shift targets marketing departments, which are now adopting similar pay-as-you-go AI pricing models as engineers.
## Apple’s stance
Apple isn’t walking away from AI, but the idea that more AI use equals more value is ending, especially for marketing teams.
## No official comment
Apple hasn’t commented since the report, but the move aligns with broader industry cost control efforts.
## Key takeaway

Apple reduced engineering teams' daily AI token spending from $300 to $200, with plans to lower it further to $100 or $25.