While it has only been a few weeks since I last said it, it’s worth repeating in context of Apple’s recent financial results: iPhones don’t matter any more, it’s what you do with them that counts.

Think differently

Apple has already recognized this as a likely outcome within the digital transformation of everything. This is why it has worked so hard and so long to build a strong business around services. This model isn’t just about selling people Apple Music, iCloud and iTunes Match subscriptions, App Store sales of Apple Pay trades; it’s about connecting you to an ecosystem you love to be in and making it easy for you to stay there. You can even affordably enjoy a new iPhone every year thanks to Apple’s iPhone Upgrade Program.

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