Apple is ready to bundle a range of services in October, with the working brand name ‘Apple One’, according to a Bloomberg report. The bundle would offer a selection of Apple’s services at a discount, with a variety of packages and prices. Bloomberg suggests that Apple also launch a services rival to compete with Peloton, with Apple virtual fitness classes part of the bundle deal.
The bundle would arrive next to the new lineup of the iPhone 12, as Apple continues to grow its services revenue. On its latest call for revenue, Apple publicly confirmed that the new iPhone series would debut a few weeks later than the normal September time frame.
Evidence of Apple’s bundling plans has been circulating in iOS code for some time. In June, 9to5Mac reported that iOS 13.5 code included references to Apple bundle offers.
Mark Gurman at Bloomberg describes the various tiers that Apple will make available. Apple will offer a sliding scale of bundle offers, with monthly savings in the $ 5 range. A base package could combine Apple Music and Apple TV +, a higher end package would also include Apple Arcade, Apple News + and iCloud storage.
The bundles will help Apple drive subscribers and users to its new content services, such as Apple TV +, Apple News + and Apple Arcade. Earlier it was said that Apple is negotiating with music labels to include Apple Music in a future bundle.
Apple has a corporate financial goal to cross 600 million paid subscribers by the end of 2020. At the last call, it said it was on track to meet that goal and an Apple services bundle will only further encourage adoption. Note that the majority of the 600 million number represents subscriptions from third-party apps in the App Store, of which Apple is taking a cut, followed by Apple Music and iCloud subscriptions. Apple’s newer services like TV + and Arcade are a small fraction of that total.
A bundle of Apple services will help it drive subscriptions for its own content offerings, instead of being so dependent on third-party commissions.
Last year, Apple helped kickstart its TV + streaming service by launching a trial version of the year with purchases of new Apple hardware. It is possible that similar tie-ins are planned with the iPhone 12 and ‘Apple One’.
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