Interest in device upgrade/content subscriptions shifts bundle value perceptions

From TiVo to the likes of the Plume router and reMarkable tablet, purpose-built connected devices tied to a service subscription have been with us for years. Now, though, the bundling of generalist devices and services stretching beyond core connectivity and consumables has emerged.

Apple has launched two subscription options that span devices and services, the iPhone Upgrade Program that includes no content services and Apple One, a subscription service bundle that includes no phone upgrade. Meanwhile, with the launch of the Pixel 6 this fall, Google rolled out Pixel Pass, which packages up phone upgrades, Google One, Google Play Pass, and YouTube premium services to create a rough hybrid of the two Apple programs.

Removing regular phone upgrades from service bundles resulted in lower interest despite a much lower service price, particularly among those with high bundle interest.

What is the overall level of interest in such programs and what do they portend for the design of upgrades and future bundles?