If Apples new strategy really is to make more money with content and services, the have a long way to go, at least in Germany.
I want to focus on just one of the numerous examples: the german iTunes store. It is so bad that I will switch over to another service, even though I’m fully invested into the Apple ecosystem. In the german iTunes store it is virtually impossible to do broader searches. For example you can not search for series from bbc or hbo, or, you can, but the app will show 3 or 4 series out of hundreds that are available if you know the exact titles. The other big and in 2019 absolutely ridiculous thing is that a lot of the movies are still not available in the original english version, but instead only in shitty german synchro versions, even though the exact same movies are available in two or more languages elsewhere without a problem. This goes for a lot of the absolute classics, like for example shawshank redemption, scarface, back to the future 2 and 3. And for many newer movies too like almost all of the Wes Anderson movies. The list is much much longer, those where just some movies from the top of my head. Also very annoying is the mix of quality. Some movies are 4k, some are HD and some are only shitty SD (like 2001 odyssey in space). And no this has nothing to do with the movies not being available in other qualities.
I guess the reason for the mixed qualities and also for making lots of movies not available in the original language version, is, like so often now with Apple, greed! They simply get the absolute cheapest licenses they can for a lot of the movies. And then sell them for the highest prices in the german digital market, yay! I already switched my audiobook buying to somewhere else, and movies now will follow.
Edit: some other examples in apps and services: Germany still has no Apple news app (in the App Store the first hit when searching for „Apple news“ is google news :-)). the tv app doesn’t have much interesting content, and what it gets (over iTunes for example) is badly implemented. I love the thought of digital content, I’m subscribed to a couple streaming services, Apple Music, the New York Times, and I also buy a lot of digital content, because I love to always have that stuff with me on my iPhone or iPad. That makes me even more disappointed in the bad implementation of some of this stuff on iOS / Apple in general. Because I also love Apple and the eco system.
Edit2: another great example that I forgot about yesterday, but that may actually be the worst is series. On iTunes you have to buy the same series twice! if you want the english and the german dubbed version. On the biggest competitor all of the the popular series I checked are simply multilingual, english and german audio in the same version. That didn’t matter much for me, as I always watch the original version anyways, but for a lot of germans it is very important to also have german dubb, and not many will go for the complete rip-off to buy the series twice. So Apple is definitely doing itself no favor here, whatever their motivation may be.