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On March 25, 2019, Apple announced the launch of several new TV, gaming, news, and payment products aimed at boosting the company's growing Services business. This report is intended to help consumer service providers and their technology partners understand and respond to these moves.


  • Ovum forecasts that smartphone revenue will increase at a compound annual growth rate (CAGR) of just 2.4% over 2018–22 to reach $493bn, while total revenue from online video, digital music, games, and other premium digital services will rise at a 15.7% CAGR during the same period to pass $318.6bn.

Features and Benefits

  • Learn about the motivation behind Apple's growing moves into digital services.
  • Understand the impact on individual industry verticals and the wider market .
  • Identify strategies to counter or harness Apple's moves to your advantage.

Key questions answered

  • Why will success in digital services be so crucial to the future of Apple?
  • What impact will Apple's new TV, gaming, news, and credit card services have?
  • How should Apple’' competitors and partners react and respond?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages
  • Recommendations

Corporate strategy: Apple Services

  • Diversification required as the iPhone loses its shine

TV and video: Apple TV

  • Apple stakes its claim to define video in the 2020s

Devices: Smart TV partnerships

  • Apple's smart TV partnerships are entirely necessary

Video games: Apple Arcade

  • A small step into games subscriptions, rather than a giant leap

Digital media: Apple News+

  • A double-edged sword for embattled publishers

Payments: Apple Card

  • Augmenting Apple Pay then breaking new ground


  • Methodology
  • Further reading
  • Author