Apple’s new leadership team is reportedly looking for additional services and more revenue from existing products as the company’s most dependable growth engine begins losing momentum. The work involves CEO John Ternus, Services chief Eddy Cue and Chief Financial Officer Kevan Parekh.
Bloomberg reports that the executives have discussed launching new services and increasing the money Apple earns from current offerings. The talks come as App Store economics face regulatory pressure and Services revenue declined from the March quarter to the June quarter.
Services still grew from a year earlier
A sequential decline does not mean the business shrank year over year. Apple’s June-quarter results showed Services revenue of $30.7 billion, up from $27.4 billion in the same quarter of 2025. It was a June-quarter record, but below the $31.1 billion Apple reported for the preceding March quarter.
Don’t miss the best of The Mac Observer
Set us as a preferred source and our Apple reporting ranks higher in your Google Search results and Discover feed — one tap, no account changes.
MacObserver’s breakdown of Apple’s third-quarter results found that Services grew 12.1% from a year earlier while iPhone and Mac revenue grew faster. Apple still has a large installed base to sell subscriptions, cloud storage, advertising and payment services to, but maintaining its previous pace becomes harder as the business grows.
Faster hardware launches could support the plan by creating more opportunities to attach services to new devices. Ternus has previously described hardware-linked offerings such as Apple Pay as an important model, and MacObserver examined his interest in hardware-powered services before he became CEO.
Bloomberg does not identify a specific new subscription, price increase or launch date. Until Apple announces one, the practical takeaway is strategic: Ternus is not backing away from Services, but the company is searching for the next source of recurring growth as its current mix matures. Customers should not assume that this work automatically means higher subscription prices, since new products and additional paid tiers are also possible.
Discussion