Apple can deploy several levers to increase non-iPhone revenue which they haven't yet. First party games. Ads. Increase first party paid app costs (final cut p

Apple can deploy several levers to increase non-iPhone revenue which they haven't yet. First party games. Ads. Increase first party paid app costs (final cut pro goes back to being a pro service). Developer services. All on the mac side. They also have cloud infrastructure they haven't focused on yet, but can potentially be a major source of revenue with the right hires and focus.