At some point income from hardware and app sales will stop to grow at the rate that Apple considers adequate. Maybe 30% cut from app store will be lowered as part of some future lawsuit settlement, maybe new cheap phone with decent hw/OS will become available, who knows, but something will happen eventually. At that point Apple can watch the income and share price go down or they can monetize the vast personal data they collected from their customers that no other company has access to. What do you think will happen?