Not JUST AppleTVs (they didn't have Apple TV when they first started selling movies and tv shows), but iPhones, iPads, MacBooks, etc.
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Yep - and after taliking about services, what does the conversation lead to? More Services? Nope - hardware. Talking about how iPhone will continue to be a cash cow, trying to reinvigorate iPad sales, and hinting at... MORE hardware!
I totally get Tim Cook talking about Apple a Services company - but services are secondary, and a support system for, selling hardware. Even Google doesn't make it's vast fortune on "services" - it's a draw-in method to get at where the real money is (which is not hardware for Google, it's information).
It's difficult to make money on hardware alone these days - you need to offer extras - and that's what Apple is doing. Apple's not counting on making money directly off services, but it's counting on using it's services to make money on hardware.
People have been saying "Apple is out of the game of making money on hardware" since the early 2000s (Remember when Apple was supposed to shut down it's hardware and go totally software like Microsoft and license OS X to Dell and HP?).
Even Microsoft is getting into the hardware business - and it started with XBox. Now there's Surface (which is doing okay) and HoloLens on the horizon (easily one of the most anticipated VR headsets next to Occulus). They mis-fired big time with Nokia - just going to show Microsoft can't be Apple and Apple can't be Microsoft.