As usual, the Apple Keynote to introduce the new Apple services lineup including TV, news and magazines, games, and a new kind of credit card was done with great marketing aplomb. Apple has it down pat. Tell them what you are going to tell them, tell them, and then tell them what you told them works every time. There are many skeptics about the new services, but it looks to me like a home run. Over the next few years, Apple services revenue may surpass that of the iPhone. There are than a billion Apple devices out there capable of taking advantage of Apple services, and none of them are free. The highlight of the keynote was the hug at the end between Oprah and Tim Cook, Apple’s CEO. It is hard to get the full story from the news, so I recommend, if you have not seen it, watching the entire keynote. You can see it here.

In case you did not see it, the week before the services announcements, Apple introduced new AirPods with wireless charging, iPads, plus a new lineup of Macs.