Although some analysts point out that, compared with the past, the frequency of mobile phone change for the iPhone users is getting lower and lower. By fiscal year 2019, users will have to change their new iPhone for nearly four years, but that doesn't mean they will stop spending on Apple during the user's lifetime. App Store is the best proof.
Sensor Tower's latest report showsThe average consumption of each iPhone in the United States rose from $58 (about 390 yuan) in 2017 to $79 (about 530 yuan) in 2018, a faster growth than last year.
Although game revenue is still high, the report points out that subscription fees, especially popular application types, have significantly increased the revenue generated. Of the $79 spent on each iPhone, an average of $44 came from game revenue, while entertainment and lifestyle brought in $8 and $3.9, respectively, with more than 80% growth.
Previously, Apple changed the rules of APP sharing in order to promote the shift from "one-time buyout" to "subscription" consumption in the App Store. In general, Apple will "draw" 30% of APP consumption on the App Store, which is commonly known as "apple tax".
If a developer changes the app fee model to "subscription", Apple will still draw 30% of its subscriptions in the first 12 months of subscribing to the app, but a year later, when the user decides to continue subscribing, Apple's success will be reduced to 15%.
By promoting subscription, Apple's entire App Store ecosystem has become more "live".
For the users, the more preferential mechanism of subscription system encourages them to optimize and update the application continuously, to retain the old users with quality and to develop new users continuously. For users, the monthly consumption of subscription system is less than the burden of one-time payment, and subscription can be cancelled at any time.
In fact, Apple's ambition for subscription is not just about App Store, but about the whole service business.
In the first quarter of fiscal year 2019, Apple's service business grew 19% year-on-year, breaking through the 10 billion mark with revenue of $10.9 billion.Tim Cook RepresentationAt present, the number of paying users using Apple's services and third-party businesses has reached 360 million, and by 2020, Apple hopes to increase the number to 500 million.
How to attract more than 100 million new users? One way to do this is to have a subscription system that Apple may launch in the future.Membership mechanism。
Earlier reports indicated that Apple plans to integrate its content resources into a membership service, which may include music, video and news. Earlier, there was news that Apple was preparing a subscription service for the game.
_Pictures fromCult of Mac
Apple Music, Apple Music's music service, has scored good results. Over the past three years, Apple Music has accumulated more than 56 million paid subscribers, and the closer it is to Spotify in developing a third-party platform outside Apple's ecosystem.
For Apple, the development of service business means not only finding new growth drivers outside of hardware revenue, but also maintaining a competitive ecosystem, which is also the attraction of new hardware users.
Title map fromMobileSyrup