For Apple, the transition from an hardware company to a service company is already ongoing. It make take more than than most of us would like but I consider this is going on since iCloud came to light. Siri is getting better every year and on today’s hardware it is quite better than in 2011 on the iPhone 4S. The App Stores, Apple Music and iTunes are cloud based services and nothing really compare to these. As a whole, considering recent comments from Tim Cook on service profitability, we can only conclude that Apple is in fact turning toward being a better services company. This will take time and a more flexible product vs service release agenda.