Apple Inc. has long been considered something of an affordable luxury company for the masses. Not all of humanity, but for a growing percentage of the earth’s populace who prefer a higher class of customer experience via Mac, iPhone, iPad, Watch, and other hardware.
Yet, today we read about Apple copying Microsoft. How so? Microsoft made a dramatic and successful pivot from being the Windows and Office company to a services company. Apple is about Services, too– the company’s darling new revenue stream, dependent upon hardware, yes, but bringing a growing portfolio of personal services for customers.
Monday morning I watched yet another Apple presentation; an event dedicated completely to new and expanded Services for the company’s one billion or so customers. I could not help but notice the difference between Apple’s view of the world and how it should be– inclusive and hopeful– vs. those who stoke fear, anger, and division.
TV+ – Apple plans to expand original video content to further differentiate the company’s ecosystem from competitors.
Introducing Apple TV+, a new streaming service where the most creative minds in TV and film tell the kinds of stories only they can. Featuring original shows and movies across every genre, exclusively on the Apple TV app
Coming later this year. How much?
News+ – I have to admit that I spend less time on news apps now than I do on Apple News. The subscription version promises even more content and the inclusion of magazines may help to save the species from the dangers of the misinformation superhighway.
Enjoy articles with vivid photography and animation. And take a deep dive into today’s hot topics — with full versions of your favorite magazines — on Apple News+. Dynamic covers and layouts optimized for iPhone, iPad, and Mac come to life with every swipe.
First month free, $9.99 per month.
Arcade – Think games. Apple says iPhone is the largest game platform and it plans to extend that to a subscription service of games you will not find elsewhere. A price would be nice.
Play over 100 groundbreaking new games. Where storytelling and design are pushed further than ever before. All in a gaming service unlike any other.
How much? Apple won’t say but we will find out this fall.
Card – I like this one because it’s not just another credit card. It works with Apple Pay, online, and with a standard credit card. What else? No fees. No merchant tracking.
When you buy something using Apple Card, you get a percentage of your purchase back in Daily Cash. Not a month from now, but every day. There’s no limit to how much you can get.
Instant cash back. What’s not to like? Interest rates. Apple brazenly called them low when actually they are high.
What Apple has done for years now is being accelerated in an obvious play. A play to the stock market which loves the idea of services. A play to differentiate Apple’s ecosystem from Google, Amazon, Samsung, et al. A play to bring privacy and security options into the mainstream. A play to humanity’s desire for hope and inclusion that wins out over fear and hate.
Apple is building bridges that tie humans together while politicians and wealthy power mongers stoke fear and anger and build walls that divide and conquer.