The iPhone and Apple’s services strategy

Ben Thompson, on Apple's services strategy: Apple also adjusted their AppleCare+ terms yesterday: now you can subscribe monthly and AppleCare+ will carry on until you cancel, just as other Apple services like Apple Music or Apple Arcade do. The company already has the iPhone Upgrade Program, that bundles a yearly iPhone and AppleCare+, but this shift for AppleCare+ purchased on its own is another step towards assuming that Apple's relationship with its customers will be a subscription-based one. 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. in a way, iPhones already work this way; you don't really own your iPhone, as it is entirely locked down and not yours to do with as you please. The financing aspect of the equation seems to also be falling in place now, and I indeed wouldn't be surprised to see Apple offer the described iPhone leasing program over the coming years.