"We found the Apple One services announcement yesterday to be relatively underwhelming: Consumers can't select which services they prefer, savings from itemized purchases are not compelling relative to itemized purchases on annual plans and we believe it could be difficult to move users from competitive music, video or gaming services, where they are often entrenched," Needham analysts wrote in a note to investors Wednesday morning.
The caveat to the Apple One announcement is that Apple didn't announce a new iPhone model for the first time at its September event since 2011. It's entirely possible Apple weaves an iPhone offering into Apple One when it announces the next iPhone 12 at another event expected in October. On the other hand, if Apple did plan to include the iPhone in Apple One, it probably would've saved Tuesday's announcement for next month.
in its fiscal third quarter. But if that line item is going to continue its rapid growth story without a game-changing new hardware product category on the immediate horizon, it'll have to look to the iPhone as the linchpin to keep up the growth.Apple event comes at a time when company faces attacks from Big Tech peers: NYT's Ed Lee
Wait for the 5g iPhone rollout.
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