More importantly, services, or really software, can be very exciting too, no less than hardware. Apple isn’t a hardware company, they’re a company that integrate hardware and software into packages that users desire. Services are just the extension of device’s software.
There all just 'me too' products levelling the ego system.
Apple TV+ is an odd one for example, it's not needed, there are plenty of streaming services around and they all work fine on apple devices.
They have not tried to do anything interesting or exciting with there services, they've just attached them in the most basic way and watched the cash flow in.
Apple created what was pretty much the first real platform for selling music online with iTunes. You could call Apple Music a “me too” move, but they really pivoted an existing business that had been threatened with disruption.