Kif Leswing, CNBC:

Under the argument for an iPhone subscription, which some people call Apple Prime after the Amazon program of the same name, Apple would bundle hardware upgrades with services like iCloud storage or Apple TV+ content and hardware for a single monthly fee. This would let it switch iPhone sales from a transactional model to a subscription model, potentially driving the stock price up without having to increase product sales or prices dramatically.

And:

″In terms of hardware as a service or as a bundle, if you will, there are customers today that essentially view the hardware like that because they’re on upgrade plans and so forth,” Cook said during an earnings call. “So to some degree that exists today.”

And, most importantly:

“My perspective is that will grow in the future to larger numbers. It will grow disproportionately”

I had the chance to be on John Gruber’s show (recorded yesterday, guessing it’ll drop today or tomorrow, assuming John is not too horrified with the results), and we were talking about this, peripherally. John mentioned the future possibility of Apple Prime, a concept similar to Amazon Prime. From the article:

Under the argument for an iPhone subscription, which some people call Apple Prime after the Amazon program of the same name, Apple would bundle hardware upgrades with services like iCloud storage or Apple TV+ content and hardware for a single monthly fee.

I suspect we’ll all eventually be subscribing from a menu of services, including column A, software, column B, traditional services, and column C, hardware. Intriguing.