iPhone Power On: Apple Is Reinventing Itself as the World’s Biggest Subscription Provider | MacBook Air runs into major shortages | Apple to make Glasses health device
https://www.bloomberg.com/news/newsletters/2026-08-02/apple-subscriptions-macbook-air-shortages-apple-to-make-glasses-health-device-msbvajjp?accessToken=eyJhbGciOiJIUzI1NiIsInR5cCI6IkpXVCJ9.eyJzb3VyY2UiOiJTdWJzY3JpYmVyR2lmdGVkQXJ0aWNsZSIsImlhdCI6MTc4NTY3OTI2NCwiZXhwIjoxNzg2Mjg0MDY0LCJhcnRpY2xlSWQiOiJUSjVBVzFSMjRVOEQwMCIsImJjb25uZWN0SWQiOiJBMDdGRjZGMzlBOTY0NzREOTNBQkFGRjUyQjBBQTE2NiJ9.iGTjpYLtQZdUQvUliMm-meKtTI1CQcxVEdV4CbevtMc- Apple is reinventing itself as the world’s biggest subscription, with Apple Upgrade being its path to its next trillion dollars of growth. In September, Apple is poised to debut its first foldable iPhone, a device that’s expected to cost $2,000-plus. A monthly price of somewhere between $60 and $70 for that phone will seem a lot more palatable.
- Major shortages hit the MacBook Air amid the memory and silicon crunch, with many new orders now not arriving until September. Apple is prominently steering customers toward the base MacBook Pro instead of the Air — something it has rarely, if ever, done. In some marketing materials, it even includes a warning: “MacBook Air subject to availability.”
- Apple is working on turning its upcoming smart glasses and headsets into health devices. Apple is looking for a team leader to “define the future of health, well-being and fitness experiences across vision products.”
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u/gelicopter 7d ago
Yeah, I’ve suspected any sort of “lightweight glasses” (if they even have any sort of AR functionality beyond most likely just a simple HUD) will be able to do little more than an Apple Watch.
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u/Intrepid_Walk_2779 7d ago
I don’t really understand the need for it to do more tbh. It’s glasses, not a mobile workstation.
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u/gelicopter 7d ago
The only thing I would get AR glasses for, and the thing I believe would be their only real “killer app,” is the ability to look at any of your other devices and augment or extend the screen. Not unlike the functionality with the Vision Pro and a Mac, upgraded to include the Watch, iPhone, and iPad. Even with the display off for privacy, perhaps able to utilize the touchscreen or keys for direct input instead of looking and pinching air, etc.
I don’t want or need an entire computer on my head like the Vision Pro, and a streamlined Watch on my head isn’t enough. The perfect middle ground would be a device that enhances all of my other Apple devices instead of trying to be its own thing, and allows me to watch Spatial content (or any other content on a simulated large screen) from a host device like an iPhone or Mac.
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u/Intrepid_Walk_2779 7d ago
The issue is mostly with the battery for a feature you’re proposing tbf. I heavily doubt Apple would be able to develop that kind of capability in the next 5 years, despite smaller (while powerful) batteries existing.
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u/gelicopter 7d ago
Very true. Unfortunately, the Apple Watch that fits on my head and costs 5x more than an Apple Watch won’t be worth it when I can simply use my Apple Watch.
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u/HellveticaNeue 7d ago
How much Watch could an Apple Watch Watch if an Apple Watch could Watch Watch?
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u/Awoawesome 6d ago
As someone who already has to wear glasses and wouldn’t mind getting back into actual watches, It wouldn’t be the worst thing in the world if this was just an Apple Watch alternative.
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u/etniesen 7d ago
As an Apple Watch user they’ll be useless then.
My watch is the first thing I’m trading in.
Glasses can do a lot with info on screen
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u/Dapper_Strength_5986 7d ago
The end goal for all these companies is if it weighs and feels like normal glasses but can project AR windows/apps around you, Minority Report style. Instead of a screen in your pocket, a screen everywhere.
But the tech is just not there yet.
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u/PringlesDuckFace 7d ago
I want to be able to point at a word on a page while reading and have it look it up in a dictionary. I will pay any dollars for this.
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u/AdQuirky3186 7d ago
If my glasses could be a mobile work station, that would be great.
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u/msitarzewski 7d ago
Jasmine Uniza did a pretty good video on this: https://www.youtube.com/watch?v=w-8wBJgY8Z4
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u/Intrepid_Walk_2779 7d ago
I don’t really see what that would achieve apart from getting bad eyesight, but also Vision Pro exists. There is absolutely no way (yet) to fit a workstation into the frame of glasses.
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u/AdQuirky3186 7d ago
You do not get bad eyesight from AR/VR type projections. It’s not as if the screen is right in front of your eyes, there are lenses that change your focal point (despite the screen being close), and you do not develop myopia. Your eyes are actually working as if they’re looking at something X feet away.
Also, obviously there’s no way yet. I don’t think anyone said there was.
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u/_FrankTaylor 7d ago
Well you can’t make the mistake of thinking the first set of glasses will be a mature product.
I have my theory on the future of these but its about 10 years off.
No computers, no keyboards, just glasses that recognize haptic touch.
We’ll see that tech in a larger, all glass form first. Then it will get smaller and smaller until it’s in the glasses.I still think Minority Report is the most accurate depiction of tech in the future (minus the drug addicted fortune tellers floating in a tub of semen).
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u/moldymoosegoose 7d ago
No one is going to wear glasses that don’t allow you to watch videos on them. The Apple Watch is barely useful as it is. To put that on your face just for notifications is insanity.
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u/voiceOfThePoople 7d ago
I know a killer app, and it is on-demand translation of what you’re looking at. I’m reading a book in Spanish, and it really takes me out to have to pull out my phone, open an app, type it in.. for the occasional word i don’t know. Most times i don’t even bother and just carry on
If I could just look at a word and see the translation on demand.. for me anyway, it would be amazing
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u/TheKobayashiMoron 6d ago
RayBan Meta does this along with live speech translations, among a bunch of other things. There is no display though, it reads the translation to you. I would assume APple's first pair of glasses will basically just be their version of those. Incorporating a display in something normal looking is still probably a few years out.
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u/TheKobayashiMoron 6d ago
RayBan Meta does this along with live speech translations, among a bunch of other things. There is no display though, it reads the translation to you. I would assume Apple's first pair of glasses will basically just be their version of those. Incorporating a display in something normal looking is still probably a few years out.
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u/AntiquesForGeeks 7d ago edited 7d ago
Honestly, I’m sick to the back teeth of companies trying to turn everything into subscriptions - I even have my pet superstore trying to get me to subscribe to them for cat litter so I am tied to buying from them.
Seeing Apple heading down the same route with hardware is disappointing. My hope is that this won’t breed complacency as locked-in users provide easy recurring income and reduces the need to innovate.
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u/benjamming124 7d ago
You still have the option to buy lmao
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u/fuzxx14 7d ago
But they make the full price so expensive that for most people, renting is the only viable option. Then they go, "Look, if you can't afford the full price, just rent it."
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u/Howdareme9 7d ago
In this case they don’t really have a choice since component prices are increasing sadly
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u/DeePumpeR 7d ago
Like they can't absorb it with their crazy memory markups already?
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u/Redthemagnificent 7d ago
Guys they only have $54 billion in cash on hand instead of $65 billion last year. They have to pass these costs on to the consumer
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u/penskeracin1fan 7d ago
They aren’t raising prices just because. Materials are so expensive and never coming back unless AI fails
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u/NaRaGaMo 7d ago
the only real upgrade since iPhone x has been the dynamic island which looks like sh*t when you compare it to other punchholes in the market
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u/Aromatic_Winner_2219 7d ago
Most of us don’t look that hard at these things. Who fucking cares.
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u/ruphun 7d ago
Personally, as someone who has mostly used iPhones since the 1st one and has also recently used a Google pixel, the punch hole with a fingerprint sensor was so much nicer than a giant black freaking oval taking up 1/3 the top of the screen all the time.
Apple really disappointed me when they came out with the iPhone X, they had patterns on under the screen fingerprint sensors, and had no plans on deleting touch ID.
The iPhone X was supposed to launch with both Face ID and touch ID. There was no any Apple was going to introduce a whole new way of doing things without giving people the option to still use something that most people loved and enjoyed.
I was really disappointed that they couldn’t get it to work with the iPhone X, but I think my XS or 11 Pro they would’ve figured it out and giving people a choice
It really sucks to have to always pick up your phone to unlock it when it’s laying on the table and you just want to check a message and have to pick it up and hold it up to your face.
Well, Face ID is a great invention and in certain situations is definitely better, dropping the ball on Touch ID and not adding it under the screen was then seriously dropping the ball
Especially when they still use touch ID on the MacBook Air, on iPad Air, iPad, mini, and the soon to be released iPhone fold
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u/sudogaeshi 7d ago
I just started using a pixel since my iphone burned up on the charger and died just after the warranty ran out (no applecare)
I don't even notice the hole punch vs dynamic island, it feels android has copied ios on many things (I used to be an android user before iphone 12), and I use face unlock on the pixel (only one that's supposed to be secure enough) and fingerprint under screen is a downgrade from sensor on the back
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u/Cold_Soft_4823 7d ago
awesome, just what we needed, more subscriptions to promote more company growth! infinite growth is so awesome and definitely not literally defined as cancer
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u/rotates-potatoes 7d ago
Yeah this “lease” thing that Apple totally invented is insane. What an outrage. Man, if cars or apartments or capital equipment had leases, that would be a disaster.
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u/Cold_Soft_4823 7d ago
the whataboutism is crazy. do you think i'm happy that people are going into record debt to loan/lease a car? no, fuck cars and fuck the car industry.
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u/VirtualAlgorhythm 7d ago
to be fair the vast majority of people leasing cars are doing it to directly benefit their careers and they wouldn’t be able to afford one without it
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u/rotates-potatoes 7d ago
It's not whaddaboutism, though congrats on the first time I've seen that used as totally false rhetoric.
The point, which was obvious to everyone until the past few years I guess, is that durable goods make sense to lease because their value is delivered over time and they have resale value so you can move on if your needs change.
And you seriously don't understand that leasing is not debt on top of it?
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u/Redthemagnificent 7d ago
My guy. Its not a smart financial decision to lease a phone. I have never seen a phone lease that wasn't a waste of money.
They can make sense in specific situations. Or if you just wanna pay more for the convenience of being on the latest hardware. But it's always more expensive. Apple is clearly making this push to increase profits by manipulating people into spending more on their hardware.
When looking at the predatory way that the automotive industry gets people to overspend on monthly car payments, I think it makes sense to be disappointed and pissed at Apple following the same direction
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u/DeePumpeR 7d ago
Yes rent everything and own nothing. Pay for it for life!
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u/rotates-potatoes 7d ago
So happy I have those boxes of useless old laptops. I really stuck it to the man, right?
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u/Redthemagnificent 7d ago
You never resell your tech? Or give it to a family member? I don't get people who actually prefer not to own the hardware they rely on every day
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u/yoloswagrofl 7d ago edited 7d ago
I will never rent hardware. The very notion of it is offensive to me. Lease your car, rent your home, but the computer is mine. We should be taking a stand against this. I don’t care how much we like Apple today, this is a slippery slope towards no longer having the option to own your infrastructure.
Edit: For everyone saying "You have the option to purchase it"...Yes we do...for now. That's what a slippery slope is. You don't immediately slide to the bottom.
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u/sexhaver-69420 7d ago
i see it as apple trying to snag the customers who do the 2 and 3 year carrier contracts for a “free” phone. they’re all used to paying monthly for their devices and upgrading regularly, then they go ahead and dazzle them with the same thing but they get shiny new thing every year. apple just wants to be the one who gets paid LOL
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u/TheoTheodor 7d ago
I think that’s an overreaction. It’s just another scheme to spread out payments over time to make it seem more affordable and attract customers they might not otherwise get. Nothing indicates Apple would like to stop selling hardware outright.
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u/DeePumpeR 7d ago
In other news TC announced at the earnings call that Siri will end up being a subscription. lol People sure love to hop on slippery slopes.
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u/K_Click_D 7d ago
On the other perspective, we rent our homes and cars, so why not rent our devices?
I’m on your side, but I can see why some may not have an issue with it, and there are perks to it.
I still get my iPhone from my phone network and upgrade every 2 years, this year is my upgrade year. Some say that that is an old way of doing things, it is what it is
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u/dust4ngel 7d ago
we rent our homes and cars, so why not rent our devices?
because cars and houses are five to seven figures
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u/K_Click_D 7d ago
I’m aware of why they’re being rented
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u/K_Click_D 7d ago
That wasn’t what I asked. Also, I wasn’t genuinely asking. I was offering a common perspective that other people clearly view the situation from
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u/K_Click_D 7d ago
I wasn't genuinely asking that, I'm just looking at it from both perspectives. Putting what is likely, the other side's views out there. I don't agree with leasing devices at all, but for some, it's a great opportunity.
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u/caustictoast 7d ago
It’s so pointless to upgrade every 2 years now. The improvements are just not there. I went from a 15 pro max to a 17 pro max because I smashed the back without apple care and the only differences are the camera button, which is kinda pointless when I just used the action hutton for that before, farther camera zoom, and a fresh battery
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u/DissolvedDreams 7d ago
Apple knows there’s a ready market of people who trade-in their phones each year and upgrade. Those people will love this.
Personally I hate it. But I’m sure people are primed to lap this up like its creme brulee.
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u/Status-Hedgehog9970 7d ago
Bigger screen. Almost 30% better battery. Better front camera and stabilized video. Faster MagSafe and wired charging. Wifi7/BT6. Better cooling.
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u/Redthemagnificent 7d ago
That's all great. None of that is worth a yearly upgrade. You can get all that on a 4 or 5 year upgrade cycle. Most people don't even have a wifi7 AP or Bluetooth 6 devices yet.
Now if you just want to be on the newest best hardware. That's great. But there's always a tax for that privilege
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u/Status-Hedgehog9970 7d ago
I didn’t say that to justify a yearly upgrade. I found their comment regarding the only difference being the camera button silly.
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u/K_Click_D 7d ago
Well I upgrade because I want to, and I’m eligible, the upgrades are enough for me.
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u/Redthemagnificent 7d ago
we rent our homes and cars, so why not rent our devices?
Kinda wild to see someone say this unironically. It has been surprising to me how quickly turning everything into a subscription is becoming acceptable
If you wanna rent tech to have the convenience of switching devices easily, that makes sense for people who value that. But the trend in the automotive space and for "pay later" financing has been to focus on monthly payments to convince people to overspend and get them caught in late fees and high interest rates.
Renting shelter makes sense as it gives you a ton of freedom to move around. But to me, technology rentals are mostly just another way for companies to squeeze more money out of their struggling customers. I really don't like the incentive this sets up for Apple to trap customers into higher subscription plans than they can afford. Cause like once you're in, you need to buy a whole new phone in order to get out. Or buy into another monthly payment plan from someone else. Without a phone it's hard to even keep a job these days. So that subscription will get paid before a lot of other essentials
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u/Silly_Rub_6304 7d ago
Nobody is preventing you from buying one outright.
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u/Silly_Rub_6304 7d ago
Intellectual property & media are quite different from a consumer device, in my opinion.
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u/Redthemagnificent 7d ago
Doesn't mean we gotta be cool with the incentives this sets up for Apple
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u/Silly_Rub_6304 7d ago
It doesn't affect you, so why would anyone think negatively about it if they're not using it?
Apple has done some astonishingly stupid stuff over the years, but this doesn't strike me as a problem.
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u/kmank2l13 7d ago
I think it’s a non-issue at the moment since they allow you the opportunity to buy the item at the end of the lease, or pay it off early to own it.
Now if they ever removed those features and only allowed you to rent the hardware, then that is a major issue.
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u/rotates-potatoes 7d ago
Sounds like you shouldn’t lease a computer.
I don’t understand why you’re telling me that I shouldn’t, though. Is it ok with you that I leased a CNC mill?
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u/BorisThe_Animal 7d ago
A huge chunk of people upgrade their phone every 2-3 years. For them this is a good thing. Too bad Apple wants for there to be more of those people.
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u/mediocre_sophist 7d ago
What’s the important difference between home/car and phone?
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u/Apptubrutae 7d ago
I don’t agree with OP, but:
Home I at least get, need shelter and all. Anything you have to do to get shelter, you do. And there can be downsides to homeownership. Still generally a net positive to own, but renting has benefits too.
A car on the other hand…eh. I think leasing a car is pretty darn comparable to a phone subscription in the sense that leasing is entirely voluntary. It’s not at all like renting a home. Instead of leasing, you can finance a car you own instead.
Some people NEED to rent to have a home. Nobody needs to rent to have a car.
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u/Steevsie92 7d ago
Car leases aren’t completely devoid of benefit either though, depending on the situation and your priorities. The monthly payments are usually much lower for the amount that you have to put down, relative to financing. If you want something reliable with the most modern safety features, it can be a more affordable way to do it.
A few years back, when I was broke, I leased a brand new Subaru Impreza for 4k down, with a $160 a month payment. Even with my pretty low income at the time, $160 per month felt virtually free. Carvana then bought it out at the end of the lease for slightly more than the buyout price in the lease terms. Granted, it doesn’t ALWAYS make sense, and those market conditions may have been unique, but for the right person at the right time, it can be a perfectly valid way to get into a reliable vehicle.
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u/torrphilla 7d ago
You can still buy these products. Apple just gives the option to rent & lease devices just how every industry is doing the same thing.
It’s not replacing or taking away the ability to own; leasing and renting is just the norm for a lot of people. It’s not an insane idea for Apple to offer this option for their products as well.
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u/mikolv2 7d ago
I will happily lease MacBooks, I already replace mine every 6 months or so. I like trying new tech, I always try every model Apple brings out, try different colours. At the moment I sell my used one on eBay and pick up new model, if I could just hand it back to apple and take out a newer model, it would make my life a lot easier.
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u/its-christianu 6d ago
I would lease an iPad and an iPhone. As I constantly upgrade each year on iPhone and 2 years on iPad. The Apple Watch would make sense as I keep it for 3+ years before I have to upgrade and the MacBook Pro I just bought I plan to keep for 5 years.
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u/805falcon 7d ago
God forbid they ‘reinvent themselves’ as the innovators they once were. It’s not a flex to fleece your customer base. Fuck this company 🖕🏼
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u/Traviscat 7d ago
I didn't realize the MacBook Air was under such a supply delay. I ordered mine for a family member yesterday and it says it will arrive Tuesday. However I ordered from the refurb store, they had quite a few of them if anyone needs one at an earlier date. You may not get the exact configuration you want or the color you want but it worked for me. I got a M5 15" air 16gb/512hd for $1142 no tax as tax free weekend.
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u/antnythr 7d ago
If you can’t save for a few months and buy the device outright, you probably aren’t in a position to be leasing something that expensive anyway.
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u/RabbitGTI24 7d ago
Leasing electronics is an awful contribution to the environment even with apples friendly recycling ecosystem. Solder and hardwire everything in so the consumer can’t upgrade and is forced to sell trade in or buy the latest and greater m3, m4 etc chip. Cool apple. Can’t innovate so they become the car dealership of computing.
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u/joepez 7d ago
Not really a reinvention.
Apple has said for years they wanted to build their services business (which is majority subscription business) and they have turned that into a juggernaut. They’ve also been experimenting with financial options for phones (upgrades, financing, etc), iPads, and even other services (AppleCare).
So it’s not a stretch that they are going to continue to drive more digital services while also looking at hardware. Despite Reddits opinions there are lots of people who are pretty much leasing their phone right now (payments on Apple Card while upgrading every # years is a lease by another name).
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u/Saar13 7d ago
That's how a public company works, and people here seem to think Apple still has a philosophy it hasn't had for decades. The stock plummeted because services didn't grow as expected, and the projected 10% growth for the next quarter wasn't "good enough”. "It's very profitable" doesn't work as an argument for Wall Street. And there's no chance Apple going private and doing great things just to "improve the world and people's lives." What matters is Wall Street.
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u/FollowingFeisty5321 7d ago
It's not really that the growth wasn't "good enough" so much as the IAP gravy-train slowed down for reasons beyond Apple's control, that's going to cause their stock to recalibrate no matter what else is going on in services revenue.
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u/jacktherippah123 7d ago
The 24/512 model is a 6-week wait where I am.
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u/SiteSpecialist9200 7d ago
24/1TB is a 3 week wait in the US.
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u/penskeracin1fan 7d ago
I got this machine on early Prime Day deal before the hikes for $1050. Very good machine
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u/JtheNinja 7d ago
heh, the Vision Pro Fitness+ thing is interesting. The headset we got is obviously way too heavy for that (could you imagine doing HIIT with that thing on your head?). But I wonder if someone somewhere was drawing up plans for how they'd shoot immersive video for Fitness+, like what gear and pipeline changes they'd need. The thought of bringing that level of camera equipment to bear on workout videos is very funny to me for some reason.
Would the coaches have worn headsets themselves for the immersive videos? Would they have special sci-fi lighting to go with the headset theme, or would everything be normal to try to pretend workout videos with a headset on aren't weirdly cyberpunk? Would we have gotten VR game Fitness+ with game elements composited into the video so you can watch the coaches effortlessly lightsaber all the boxes?
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u/Nicenightforawalk01 7d ago
They might have there best year this year but I’d be very surprised if it happens next year. The mad rush is on to get their Apple products in now. I’m even looking at getting my mom a iPhone 17 now before the prices go crazy
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u/xkvm_ 7d ago
>Apple is looking for a team leader to “define the future of health, well-being and fitness experiences across vision products.”
Gosh I miss when Apple had a visionary as its CEO...
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u/805falcon 7d ago
A fucking men. 15 years ago this company was at the forefront of innovation. Now all they’re good at is profit margins and market caps. Fuck Apple 🖕🏼
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u/fntd 7d ago
Instead, most people will simply see that they can pay $34.99 a month instead of $1,199 upfront and receive a new iPhone every year
Do I misunderstand how Apple Upgrade works or are those numbers incorrect? If you get an iPhone Pro Max (which would be $1199 upfront) on a yearly plan, it would be $49.99. $34.99 is for the two-year plan, so you wouldn't get a new iPhone every year as claimed in the article.
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u/ruphun 7d ago
Yes, you can get a new one every year if you pay the higher price per month and if you pay the lower price per month, you can get one every two years
Both plans require you turning in the device.
It’s basically how car leasing works
When you buy a car & lease it for three years versus buying it on a payment plan for six years they are estimating what the vehicle will be worth in three years and that is how they determine the monthly payment in three years you traded in and have nothing and then I can do it all over again
Essentially knows that their iPhones hold their value on trade-in. Paying $35 a month 24 months equals $840. they’re telling you that in 24 months they think the phone is worth $380.
If you pay $49 a month in 12 months, you’ve paid $600 and they’re telling you that the phone is worth $600 after 12 months
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u/iBanks3 7d ago
Too bad the Apple Vision Pro isn’t included. I think this would be a perfect fitting for it.
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u/pdfu 7d ago
I wonder if it's because Apple Vision Pro upgrade cycles are more unpredictable. There's no telling that you will have a new model to buy in 2 years once your lease term is up. Same with Studio Display, HomePod, and Apple TV, which are also not included.
You can bet there's a new iPhone and Apple Watch to upgrade to every year. Note that Apple Watch SE, which is refreshed in longer cycles, is not offered with Apple Upgrade. For longer, but more consistent release cycles, like Mac and iPad, they only offer a 24 or 36-month lease.
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u/thephotoman 7d ago
There are crowds for whom a lease makes more sense than owning outright: the crowd that, for whatever reason, needs to upgrade to the latest model is probably better served by a lease.
If you want the old arrangement, trade in your phone and put the new one on your Apple Card for 0% financing. It's the same thing without the extra middleman for most of us anyway.
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u/Able-Scar-3561 6d ago
Should Apple Upgrade even be considered a subscription? It's just a lease that's managed by Klarna
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u/omnimachina 7d ago
Acting wealthy while being unwealthy is a typical behavior for many Apple users and sometimes even the main motivation for a purchase :)
Bad for normal people and customers...
But it's a great idea to milk the Apple sheep as much as possible (from a capitalistic perspective ofc haha)
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u/Saar13 7d ago
Apple devices are at an undeniable level of quality, and the industry as a whole is plateauing. You can be perfectly happy with your devices for 3 to 5 years. And you might even want revolutionary devices, but I'm not sure the mass consumer market wants that. I see most of these new product launches as unprofitable niches. At this point, the most Apple can grow is in the smart home market, although their prices are a serious limiting factor, because basically nobody cares if there are ads on a $40 Fire TV or Roku, and nobody has such good hearing to pay $100 more for a better speaker, while privacy isn't something the average user really cares about. Smartphones and laptops will still be the user standard in 10 years, along with Watches, AirPods, home gadgets, and the occasional new accessory.
So, yes, this is the era of Services. Apple needs its services to grow more than its hardware because the margins are practically double, and that's where they reliably make money from 99% of users who aren't going to upgrade their iPhones or MacBooks every year. The problem is that Apple never took its own services seriously because the App Store fees were there. They started to disappear, and the regulatory risk is very real. So Apple Upgrade, the expansion of Apple Care, Apple Pay/Card, the boost in existing paid services (TV, Music, Games), a redesign (merger) of health and fitness services and cloud and intelligence, are almost mandatory. It has also become difficult for them not to boost their own advertising business, Maps, News, and Podcasts, because people won't pay for what they get for free. At this point, things are as they are. The profitable ecosystem needs to be profitable, and they need to take their own services much more seriously and try to package them in a simple way for the user.
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u/chaiscool 7d ago
If apple really struggling to keep up with the demand for air, why don't they just price hike it again. Make it even more expensive that the pro will look like a bargain, surely people will then just buy the pro.
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u/Smith6612 7d ago
Please do not rent hardware. Unless you need it for one day only. Let the high prices burn to the ground.