When Apple came out with the iPhone, it was the thing to have. A sexy, slim gadget with a shiny touch screen that literally put functionality at your fingertips. Now that almost everyone has an iPhone (or a competitor smartphone), Apple needs to make up for falling sales. But instead of rolling out a new device, the company is betting on subscriptions and services.

The problem is that titanium credit cards, online magazine bundles, digital games, or even the much-hyped Apple TV+ just don’t scintillate a person in the same way.