https://techcrunch.com/2020/09/16/four-perspectives-on-apples-new-service-bundle/

Apple’s hardware event yesterday wasn’t particularly eventful for its most popular devices, bringing only iterative changes to Apple Watch and the iPad. But the company tipped its hand as to a new, aggressive approach to services with a fitness product and new unified subscription called Apple One. What are the implications of this shift?

For one thing, Cupertino is engaging in a form of future-proofing to offset slowing hardware sales and potentially a loss of App Store income.