"Apple Prime" to counter Amazon Prime? iOS 13.5.5 beta code hints at an Apple bundle with Apple TV+, Apple Arcade, Apple Music

Apple appears to be working on its own bundled "Apple Prime" alternative to Amazon Prime's bundled service ecosystem. Code from the iOS 13.5.5 beta references a "bundle offer" and a "bundle subscription."

While a multi-service Apple bundle might be of use to prospective iPhone 12 and Apple TV users, not all these services might be available as part of a bundle from the outset. Apple recently signed agreements with record labels regarding Apple Music. References to bundling Apple Music with other services like Apple TV+ were absent.

This means that, even if Apple intends to out a bundled subscription service for products like Apple TV+, Apple Music, Apple News, and Apple Arcade, it might be months or even years before everything comes together. A bundled Apple subscription seems like a win-win for users, though.

Users of this year's iPhone 12 and iPad Pro could get access to premium Apple services for much less than the cost of subscribing separately. And Apple gets to bind customers ever more tightly to its software and hardware ecosystem. At the moment, a bundled subscription doesn't seem to be on the cards, but things might change faster than you'd think. We will keep you posted.