Apple's (AAPL) Services Strategy is Working

July 27, 2021

Apple's (AAPL) Services Strategy is Working

At this point, Apple is basically a consumer staple.

Unless you're in the Android camp, when you're talking about upgrading your phone, you're talking about the iPhone.

iPhone demand volume is nearly double that of Android volume...and it's not even Apple consumers' favorite product.

From a Happiness perspective, the AppleTV (device and service), Mac, and iPad have outperformed in the last 2 years. This is no surprise, as a working-and-learning-from-home audience leaned on Apple for an optimized digital experience.

But most recently, one area is absolutely popping in LikeFolio data: Ted Lasso.

You can see on the chart that Ted Lasso Season 2 premiere mentions were exponentially higher vs. Season 1.

Apple confirmed this: Ted Lasso‘s Season 2 premiere last Friday, July 23 shattered records for Apple TV+. It was the top debut for any Apple TV+ show or movie, and viewership was 6x higher vs. its Season 1 debut.

This bolstered overall viewership on the AppleTV platform. During Jul-23-25 weekend, Apple TV+ grew its new viewers by +50% week-over-week (a record).

This fits into Apple's ultimate goal to continue to develop and grow its services revenue. This segment grew by +27% YoY in 21Q2, comprising ~19% of total revenue.

Other Apple brands show some signs of YoY demand weakness, but this isn't Apple's critical quarter encompassing its annual Keynote event.

Apple releases 21Q3 results July 27 after the bell.

Want deeper insights? Get Free Access to The Vault.

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