Recurring revenue is pretty much the holy grail for any business -- it's precisely why Apple has segued towards being almost as much a services company as it is a hardware company, with 20% of its revenue now emanating from Apple TV+, Apple Music, iCloud, among an array of other subscription and non-subscription-based services. The cost of acquiring new customers has also reportedly increased by more than 200% over the past decade, which highlights the importance of predictable revenue streams. Reducing churn is the name of the game.