To serve. In case you didn’t get the message on Monday, Apple is prioritizing services. Hardware remains very important and we’ll see more iPhones , iPads, Macs, accessories, and new product categories in the future, but it’ll all orbit around Apple’s in increasingly profitable collection of services. To future underscore that fact, Apple unveiled new offerings in gaming, TV, content, and even banking. Some, like the Apple Card, are free. Others, like News+, will cost you $9.99 a month. I have some thoughts about this new Apple.