Apple Plus – brand versus subscription

Apple has been talking about services and subscription as a meaningful part of the business for a long time, but the event last week was a much more substantial piece of positioning, and in particular it was a clear articulation of a set of brand and product ideas that Apple wants to move into. Everyone expected the event to be about TV, but the day actually turned out to be about launching a bunch of new things, with a subscription magazine and news service, a subscription games service and a credit card all on stage, as well as finally previewing that long-anticipated TV service. These products fit into what feels like a new and emerging brand promise for Apple: the Disney (in a good way) of tech.

Source: www.ben-evans.com