And what does Apple want? Recurring revenue via app subscriptions. Apple is the largest subscription clearing house on the planet. Anyone who complains about companies wanting to monetize their user base and generate subscription...need only look to Apple as the source of inspiration for all this subscription madness.
I ran across an article not long ago that said GM expects to generate $2-3B/year from subscription revenue. Apple generates close to $80B/year. Apple is pretty much singlehandedly responsible for the shift to subscription everything in the past few years. They've made the subscription model popular, so why shouldn't other companies jump on board? Sadly, users will not win out.
Actually, I think that Apple was relatively late to this game, but they've been able to make up lost time so quickly due to the established user base of IOS.
Subscriptions are the rule in enterprise software. For example, pay $100k up front (plus massive consultation and integration fees at $200+ per hour) and then pay one fifth ($20k, in this case) for the right to actually use the software beyond year one.
As you become more dependent on the software to run your business (made worse with customizations that become sunk costs), the providers simply increase the annual license fees...staying just below the exorbitant costs and hassle of starting over again on another platform.
Investors love this model because the providers don't really NEED to improve their product as long as they maintain the product.
Getting back to GM...I read that they expect as much as $25 billion by 2030. This is a big deal in an industry to doesn't reward margin or profitability for a single transaction they way they used to. Considering that the average car now lasts nearly 12 years...GM is banking on subsidizing lower sticker prices with ongoing subscription fees that buyers don't calculate at the time of purchase. If they lower their up-front margins by 5% and get an additional 10%+ over the life of the car, then Wall Street will reward them handsomely.
If GM wins with this strategy, then everyone will HAVE TO do it.
And...
If/when Apple ever feels long-term downward pressure on iPhone sales...they could easily adopt a similar strategy with Apple One+