I do not remember if it was a parent or teacher who taught me this lesson at a young age, but there is a fundamental difference between hearing and listening. Hearing is passive – what the ear does naturally to make sound – while listening, involves processing and thinking about the meaning of sounds and then ideally using this information to make good decisions.
apple heard Millions of people ask for bundled services. But it is clear from yesterday’s announcement of Apple One that the company was not listening to what most users wanted from a package.
Last month, well-developed reports revealed Apple One’s name next to a possible pricing plan, which indicated that Apple would package Apple Music and Apple TV + as a basic package, add Apple Arcade to a midrange package, and then add News + and iCloud storage in a luxurious package. , with each package saving users $ 1
Now that they are official, Apple One’s bundles are proving to be a little more appealing than originally thought. The three plans are as follows:
- Individual: Apple Music, Apple TV +, Apple Arcade and 50 GB iCloud storage for $ 15 per month, limited to one user.
- Family: Apple Music, Apple TV +, Apple Arcade and 200 GB iCloud storage for $ 20 per month, shared by up to six people.
- Prizes: Apple Music, Apple TV +, Apple Arcade, Apple News +, Apple Fitness + and 2TB iCloud storage for $ 30 per month, shared by up to six people.
To put these plans in perspective, iCloud costs $ 1 per month for 50 GB of storage, $ 3 per month for 200 GB, or $ 10 per month for 2 TB. Subtract these numbers from the Apple One packages and you are left with:
- Individual: $ 14 per month for solo Apple Music, Apple TV + and Apple Arcade, which typically costs $ 20 per month.
- Family: $ 17 per month for family Apple Music, Apple TV + and Apple Arcade, which usually costs $ 25 per month.
- Prizes: $ 20 per month for family Apple Music, Apple TV +, Apple Arcade, Apple News + and Fitness +, which typically cost $ 45 per month.
So Apple’s final numbers are not as bad as they could have been. Shaving $ 1 off every non-iCloud service would have been insulting; Individual plan is $ 2 savings per service is only half insulting. The family is not much better, but with Premier it is a legitimate deal to get – if you are willing to pay Apple $ 30 per month for everything, which is quite binding.
The big problem is that all of these packages force users to subscribe to the mediocre Apple TV + video service, which was just free throughout its first year, and Apple Arcade, which offers a decent selection of rentable, mobile-quality games. When you really look closely at the individual and family plans, it’s clear that Apple is charging full price for Apple Music and iCloud while offering a discount on TV + and Arcade, if you are willing to take them.
In other words, the individual plan charges you a standard $ 11 for Apple Music and 50 GB of iCloud storage, and then $ 4 for Apple TV + and Arcade. The family is like paying the usual $ 18 for Apple Music and 200 GB of storage, plus $ 2 for Apple TV + and Arcade. It’s only when you choose Premier that the real discounts begin: You pay the normal $ 25 for Apple Music and 2TB of iCloud storage, then only $ 5 for TV +, Arcade, News + and the just announced Apple Watch fitness service Fitness + .
I’m not sure who Apple is targeting the first two Apple One plans, but they do not meet the needs of most users I’ve talked to or read opinions from in recent years. Users who wanted a less expensive way to get Apple Music and iCloud will not find it here, nor will people who hoped to include AppleCare warranty services in a monthly package. The only ones who get a serious discount are those who are so deep into Apple media services that they will spend over $ 350 per year on the Premier all-access card.
My best guess is that Apple One will mostly give Apple the opportunity to make some money on its current losing Apple TV + and Arcade services, provided someone signs up for individual and family packages. And Apple One will excite the even smaller number of users who already subscribe to Apple’s top music and iCloud packages or tempt those who were on the edge of it, as long as they see $ 5 access to the rest of these services as gravy. .
Additional or alternative packages can improve Apple One’s potential customers, but it can also improve underlying services. If TV + or Arcade suddenly grew content libraries worth caring about, the first two Apple One packages may seem like more of a deal. I’m not convinced at this point that both are worth even an extra dollar per month for my family, so unless something changes in the near future, the Apple One will be much like the company’s previous individual service offering: easy to skip.