Apple's biggest product is the iPhone. But its second most important product isn't something you can hold in your hand or place on a desk -- it's subscriptions. These include Apple Music, Apple TV Plus, Apple News Plus, iCloud Plus, Apple Arcade and Fitness Plus -- the content we can stream, play or access instantly with a monthly fee. Last quarter, these services brought in more revenue for Apple than Macs, iPads, wearables and accessories combined.\n\nAnalysts predict these subscriptions are going to keep growing in revenue when Apple makes its third-quarter earnings report next week. And it could be Apple's most important product this year amid threats of tariffs and looming concerns of price increases, potentially causing some people to hold back from buying new devices.\n\nSo for this week's episode of One More Thing, which you can watch embedded above, I wanted to highlight all the little-known updates Apple is bringing to its services this year. Some new perks, such as the Emoji Game and Apple Invites, are available now. But a handful of other features are coming in the fall with iOS 26, including Auto Mix on Apple Music and Ready-Made Custom Plans in Fitness Plus (which is different from Workout Buddy, a new AI feature coming to WatchOS 26).\n\n(You could be daring and try it out early with the iOS 26 public beta, but it's a better idea to wait for Apple to get any bugs out. But remember -- if you do want to give it an early go, don't install beta software on your main device.)\n\nAll of Apple's subscription services can be bundled together with a plan called Apple One, and I find it's a great value for iPhone owners in a time when other companies continue to raise prices on their music and movie streaming plans. \n\nIt's no wonder Apple wants to keep services fresh with new features. These subscriptions keep folks locked in as iPhone or Mac customers, so it's important for Apple to give them new reasons to continue paying monthly. \n\nAnd upcoming apps, including Apple Games, might just entice you to upgrade your Apple One package -- even if you don't upgrade your iPhone.

Apple's Secret to Keep Us Spending: New Subscription Perks in iOS 26

Apple's subscription services, including Apple Music, Apple TV Plus, and Fitness Plus, are generating significant revenue and driving customer retention. The company is introducing new features like Emoji Game, Apple Invites, and Ready-Made Custom Plans in iOS 26 to enhance user engagement. Apple One, a bundled subscription plan, is highlighted as a value proposition amid rising prices from competitors.