Apple is bundling up for winter
On September 15th, Apple announced Apple One and Apple Premier; two monthly subscription plans that bundle Apple’s premium services - Apple Music, Apple TV+, Apple Arcade, and iCloud storage, for either individuals or families. Premier adds on Apple News+ and Apple Fitness+. What is the strategy and motivation driving this announcement? While Apple’s primary business model remains selling premium hardware at high margins, the company has a longstanding goal of increasing its services revenue. The latest bundles are all about the latter. Let me explain: They neither help Apple connect better with its customers nor reduce churn on Apple’s hardware (HW) products - not that Apple needs any help connecting with its customers or reducing churn. Apple is a darling for its customers and its churn is near zero. More importantly, they don’t aim at expanding Apple’s HW market share. They don’t make an iPhone (or any Apple HW for that matter) any more accessible and do not help in any way mov...