Digital products aspire to become ecosystems. It may be more useful to think of the people who “manage” them not as managers but as stewards. “Stewardship” implies a bias towards resilience, sustainability, and holistic value generation that these systems should aspire to — especially as we move more of our social functions into them.
With Services, Apple enjoys the benefits of a virtuous circle: Hardware sales create Services revenue opportunities; Services makes hardware more attractive and “stickier”. Like Apple Stores, Services are part of the ecosystem. Such is the satisfying simplicity and robustness of Apple’s business model.