With iPhone 14 coming soon, Apple changes the focus of its television advertising

3 min readUpdated May 15, 2025Aug 15, 20224:26 AM

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Apple’s Services unit is the company’s second-largest business segment after iPhone. With nearly $20 billion in revenue during the fiscal third quarter, the unit is running at close to an $80 billion annual rate. One of the less-heralded but brilliant moves made during the Tim Cook era was to take advantage of the large number of active iPhones around the world and sell their users recurring monthly subscriptions that bring in revenue 12 times a year.

Apple Services includes Apple Music, Apple News+, Apple TV+, Fitness+, iCloud, and Apple Arcade. Those services charge monthly subscription rates. Other Apple services that are part of the unit include the App Store, Apple Pay, Apple Care+, and more.

With the unveiling of the new iPhone 14 line approximately four weeks away, Apple has apparently decided that now isn’t the time to advertise the iPhone 13 series with the world waiting for the 2022 handsets to be introduced. In other words, Apple wouldn’t be getting the same bang for the advertising buck with many potential buyers waiting for the new line to be announced.

So today Apple released its latest television ad, a thirty-second spot for Apple One. In 2020, Apple created the Apple One bundle which has three separate tiers of service. These are the Individual Plan, the Family Plan, and the Premier Plan.

Individual Plan-$14.95 per month (saves $6/month)

Apple Music
Apple TV+
Apple Arcade
50GB of iCloud storage

Family Plan-$19.95 per month (saves $8/month; can be shared with five other people)

Apple Music
Apple TV+
Apple Arcade
200GB of iCloud storage

Premier Plan-$29.95 per month (saves $25/month, can be shared with five other people)

Apple Music
Apple TV+
Apple Arcade
2TB of iCloud storage
News+
Fitness+

The new ad shows off the services inside the bundle. Apple Music is mentioned first and the music streamer includes surround sound. The 3D Spatial Audio feature allows you to hear music that sounds like it is coming from all around you. Next is Fitness+, which is only part of the most expensive Premier plan although it can be subscribed to a la carte ($7.99/month, $79.99/year). Fitness+ offers workout videos that cover 11 different styles. While you are working out, the screen will show your heart rate along with other metrics related to your workout.

Like Apple Music, TV+ is available on all three tiers of Apple One. The new ad points out that with TV+ you can see the biggest stars just as the screen quickly shows Jennifer Aniston and Reese Witherspoon (The Morning Show) and Tom Hanks (various films). News+ is also found only on the highest-priced Premier tier of Apple One and includes the best publications on Earth, according to Apple.

Apple Arcade is also available on all three tiers of the Apple One bundle and features over 200 ad-free games. Also on all three tiers is cloud storage service iCloud. Apple says that with iCloud, you can store everything that you love. Note, however, that the amount of available storage depends on the plan you purchase. The individual plan comes with 50GB of cloud storage, rising to 200GB with the Family Plan. And with Premier, you get a whopping 2TB of cloud storage.

If you’re already subscribed to some of Apple’s recurring subscription services, you might be able to save some money by signing up for Apple One instead. With the Premier tier, you can save as much as $25 per month by going with the bundle. You can start with a one-month trial of Apple One. From your iPhone, tap on Settings and then your name. Go to subscriptions and tap on the Apple One box. That will take you to the sign-in page and at the bottom of the screen you will see a blue button that says “Start Free Trial.”

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Questions & Answers

Why has Apple shifted its television advertising focus from the iPhone 13 to services like Apple One?

Apple has decided against advertising the iPhone 13 series as the iPhone 14 launch is imminent. The company believes potential buyers are waiting for the new handsets, so advertising the older model would be less effective.

What is the primary financial benefit of subscribing to an Apple One bundle, according to the article?

Subscribing to an Apple One bundle can lead to savings compared to individual subscriptions to Apple's recurring services. For example, the Premier tier offers potential savings of up to $25 per month.

Which specific services are exclusively available on the most expensive Apple One Premier Plan?

The most expensive Premier Plan uniquely includes access to both Apple News+ and Fitness+. While Fitness+ can be bought separately, News+ is only part of this top-tier bundle.

How much cloud storage is provided with each of the three Apple One subscription tiers?

The Individual Plan comes with 50GB of iCloud storage, while the Family Plan offers 200GB. The Premier Plan provides a significantly larger 2TB of cloud storage.