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Apple TV+ and credit card up the ante in the firm’s shift to services

Apple has been facing the slow but steady decline in growth in its massive cash cow, the iPhone. That has driven it increasingly towards services, some of which are designed to keep iPhone users loyal, but with others creating a business in their own right. In a two-hour event, CEO Tim Cook introduced a range of services including the long-awaited video streaming service, games and its own credit card, the Apple Card. This looked like Apple laying the foundations for a response to Amazon Prime, which would give iDevice users a gamut of storage, games and content for a monthly subscription – underpinned by Apple’s own payment systems. With an installed base of about 900m iPhones worldwide, that could be…

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