The addition of hardware, first with the iPhone Upgrade Program, is inevitable https://twitter.com/TVMoJoe/status/1305924336851677185

Apple and it's users (individual and collective) and its developers benefit from more frequent device refreshes. Legacy iPads and iPhone with cracked screens help no one

This means making it easier to update, financially and mentally.

Apple services are similar. iOS is much better with iCloud, but most won't pay for it. Bundles get us to.

Music has structural margin issues for Apple, and is harder to differentiate. As core to bundle, it drives extra value to Apple and will be ~free to many (v $10 for SPOT)

Many of Apple's other services, like TV+, have fixed costs. So giving it away for free means $0 added cost, but >$0 value to the consumer. That scales.

In addition, it gets users to use Apple Video, which has great margins but Apple is way behind and bleeding share to Amazon

Finally, churn is the killer of all subscription businesses, as telcos learned years ago

Which is why they give discounts to add homephones you don't want. More products, even with negligible use, means more lock in AND less friction to adding n+1 service (e.g. Home security)