The iPhone and Apple’s Services Strategy – Stratechery by Ben Thompson

Ben Thompson continues to elucidate on one of the biggest companies in the world, Apple, and it’s very intentional shift to more services revenue.

To that end, how long until there is a variant of the iPhone Upgrade Program that is simply an all-up Apple subscription? Pay one monthly fee, and get everything Apple has to offer. Indeed, nothing would show that Apple is a Services company more than making the iPhone itself a service, at least as far as the customer relationship goes. You might even say it is innovative.

Outside of the gear and software itself, it seems that Apple is making a very intentional shift in services revenue, something it had nearly none of not that long ago.