Make no mistake, it is still the better money maker for the company, but the word “iPhone” appears just once in the Q2 balance press release, as if it’s a mere afterthought.

The reason? Smartphone revenues are no longer agitative as they used to be. iPhone sales angled to $31.05 billion, but it was still big enough to annual for over 53 percent of Apple’s total revenue, down from 61.4 percent YoY.

Instead Apple chose to highlight its services division, which brought in revenues of $11.5 billion, an best high for the company.

Mac sales too were lackluster, but the iPad, and wearables, home and accessories segments appear ample gains over the year-ago quarter.

While abominably the aggregation no longer provides unit sales for its artefact lines, numbers provided by IDC have appear that Apple alien an estimated 36.4 actor iPhones, a 30 percent abatement from last year, causing it to lose its spot as the world’s second better smartphone vendor to Huawei.

Services has been a focus area for Apple for a while. With the smartphone market crumbling and alternating artefact upgrades acceptable progressively less-than-revolutionary, Apple has been steadily attractive to offset shrinking revenues with a pivot to software-oriented casework like the App Store, iCloud, Apple Pay, and Apple Music.

Needless to say, the vertical is on track to become the next big money spinner for Apple, and it shows no signs of slowing down.

Earlier this March, the aggregation took to the stage at Cupertino to unveil a trio of cable bundles for news, games and video, inserting itself as a agent in an ever-growing number of affairs that it hopes will lock loyal users into its walled garden, at the same time axis them into a recurring, steady source of revenue.

While the new initiatives are yet to pay off and see major returns, that Apple is taking a more open, cardinal access to bringing its agreeable to other platforms is a sign that the tech giant is accommodating to be where its barter are and not just where it wants them to be, acceptance it to potentially make more money in the process.

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