I think it's as simple as they have a ton of cash and they don't know what to do with it. This is well-documented. So they're just trying to put it to work. If

I think it's as simple as they have a ton of cash and they don't know what to do with it. This is well-documented. So they're just trying to put it to work. If it works, they get exclusive content that acts to strengthen the Apple ecosystem moat by creating even more reason and network effects to stick with Apple. As someone once told me, "I'd consider other phones and stuff, but Apple has me by the balls."