Home Technology “At your service”, the new series of Club iGen 👑 in full!

“At your service”, the new series of Club iGen 👑 in full!

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In 2019, Tim Cook launched Apple at full speed in services, consecrated as the third pillar of the manufacturer with hardware and software. A paid bet: the services have become its second source of income after the iPhone!

The services are not unknown to Apple, which has been offering AppleCare insurance, product repairs, music by the piece or even an application store for a long time. But the trend accelerated with the launch in 2019 of several services much more exposed to the general public, such as Apple TV+, Apple Arcade, Apple Card in the United States or Apple News+ in a handful of countries.

During the “It’s Show Time” keynote in March 2019, Tim Cook recalled the definition of the word “service”: “the action of helping or working for someone”.

These launches, accompanied at the end of 2020 by Apple Fitness+ and the Apple One package, are no coincidence. It is pick your pockets monetize the many owners of Apple devices. More and more people are activating an iPhone, iPad or Mac, so why not offer them services they might need or want?

Implicitly, this deployment of services is also a way for Apple to compensate for a decline in iPhone sales – even if at present, the smartphone is still doing just as well. The success of the strategy is very visible: the turnover of the Services activity has increased from 20 billion dollars in 2015 (8.3% of total revenues) to 68 billion in 2021 (18.7%)!

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In the third quarter of 2021, services accounted for 22% of Apple’s revenue. Far ahead of the Mac, iPad or other products.

Apple counted 745 million subscribers at the end of the third quarter of last year, including 160 million new recruits over the whole of the 2021 fiscal year. it covers both subscriptions to Apple services (iCloud, Apple Music, etc.) and to applications distributed in the App Store.

Behind the big numbers hide a reality: Apple’s services are not all housed in the same boat. In some sectors, such as music or video, competition is fierce. In mobile payment, Apple manages to keep rivals at bay at the cost of a possible distortion of competition rules.

In 2021, Apple provided the service

In 2021, Apple provided the service

If the Services business is so lucrative, it’s also because there’s the big check from Google to remain the default search engine in Safari. And it’s not nothing: last year, Apple would have received from Google the trifle of 15 billion dollars, enough to put a lot of butter in the spinach… and to motivate an investigation by the American Department of Justice, and a class action.

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In the series “At your service!” » from Club iGen in the course of publication, we will scrutinize each Apple service a little more closely by comparing them with their competitors – if there are any. What are the strengths and weaknesses of Apple’s new windfall? The answers here:

At your service !  Apple Music always further in the ears

At your service ! Apple Music always further in the ears

At your service !  iCloud, the all-purpose cloud

At your service ! iCloud, the all-purpose cloud

At your service !  Apple Pay, alone in its closed kingdom

At your service ! Apple Pay, alone in its closed kingdom

At your service !  Apple TV+, new on TV but not too much

At your service ! Apple TV+, new on TV but not too much

At your service !  Unique Apple Podcast subscriptions

At your service ! Unique Apple Podcast subscriptions

At your service !  Fitness+ and News+, do the little extras make the difference?

At your service ! Fitness+ and News+, do the little extras make the difference?

At your service !  Apple Arcade, the game master

At your service ! Apple Arcade, the game master

At your service !  Kernel Panic takes stock of the services of

At your service ! Kernel Panic takes stock of Apple’s services

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