The Young Listen to Apple Music, The Old Watch Apple TV

As we consider the power of the Apple ecosystem, we need to think about the services Apple offers. They include the App Store and its offerings, AppleCare, and iCloud storage, among many others. Last week we looked at accessory products, like AirPods and Apple Watch, in the Other Products reporting segment. Previously we looked at the three biggest hardware categories: iPhone, iPad, and Mac computers.

Here, we focus on Apple Music and Apple TV+, which fall within the Services segment. They are presumably the most used and among the most expensive of the Apple Service offerings. Again, we look at how usage of this part of the ecosystem varies by customer age. Across all age groups, over 40% of Apple owners use Apple Music, while a little less than one-third use Apple TV+ (Chart 1). Not surprisingly, Apple Music usage is higher among younger customers, and Apple TV+ usage is more consistent across age groups. While high, Apple Music penetration does show some vulnerability.