Apple is readying to launch its services bundle in October, with the working brand name ‘Apple One’, according to a report from Bloomberg. The single subscription would offer a selection of Apple’s services at a discount. Bloomberg suggests that Apple is also launching a services rival to compete with Peloton, an Apple fitness subscription that would form part of the bundle deal.
The bundle would arrive alongside the new iPhone 12 lineup, as Apple continues to grow its services revenue. On its latest earnings call, Apple publicly confirmed that the new iPhone series would debut a few weeks later than the usual September timeframe.
Evidence of Apple’s bundle plans have been circulating in iOS code for a while. The bundles will help Apple to drive subscriptions and users to its new content services, like Apple TV+, Apple News+ and Apple Arcade. Previously, Apple was said to be negotiating with music labels to incorporate Apple Music into a future bundle.
Apple has a company financial target to cross 600 million paid subscribers by the end of 2020. On the last earnings call, it said it was on track to meet that target and an Apple services bundle will only further drive adoption. Note that the majority of the 600 million number represents subscriptions from third-party apps in the App Store, from which Apple takes a cut, followed by Apple Music and iCloud subscriptions. Apple’s newer services like TV+ and Arcade are a small fraction of that total.
An Apple services bundle will help it drive subscriptions for its own content offerings, rather than being so dependent on the third-party commissions.
Last year, Apple helped to kickstart its TV+ streaming service by including a free year trial with purchases of new Apple hardware. It is possible there are similar tie-ins planned with the iPhone 12 and ‘Apple One’.