Products also have lifecycles. What is profitable now won’t be as profitable in 10 years if at all. iPhones seem to have plateaued for example, there’s not much change from 13 to 15, so there’s less incentive to buy one. So Apple does well to try and stay ahead of the curve.

Apple TV+ has never seemed like a core product to me though, just something they can bundle with iPhones and iPads to round out those products.