The company’s focus on services – which recently extended (via Apple Card) to interest-free access to hardware with staggered payments – is driving analyst values to head North despite the challenging business environment we all endure. Services as the ultimate companion product In this context, Apple’s push into services makes even more sense, as it finds a way to exploit its brand with the provision of unique services on a cross-platform basis. You can bet that hundreds of millions of iPhone users also use Windows PCs. We don’t really know whether the company was recruiting for iTunes, of course, but it makes sense that it would choose to offer media services parity given the popularity of iPhones among Windows users. The good news is that Apple began hiring developers to “build the next generation of media apps for Windows” shortly after it sundered iTunes into different apps on its own platforms in 2019. At that time, it sought developers with experience building with the Universal Windows Platform, which runs on Windows, Xbox One and Hololens devices.

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