Apple Launches 'Invites' App with AI Integration, Boosting Subscription Strategy

Apple Debuts Invites App, AppleCare Changes in Subscription Push

Apple Inc. rolled out a new app for creating event invitations and made changes to its AppleCare+ customer support for iPhones, part of a broader push to generate more subscription revenue. The event app, called Apple Invites, allows users to organize occasions like birthday parties. The software can also tap into the Apple Intelligence AI platform to customize invitations, create playlists in the company's music-streaming service and generate shared photo albums from the event. The app is free to download but requires an iCloud+ subscription, which starts at $0.99 per month.

Apple launches app for party invitations in recurring revenue push

Apple CEO Tim Cook gestures as he poses on the red carpet during arrivals for the screening of the mini-series "Disclaimer", out of competition, at the 81st Venice Film Festival, in Venice, Italy August 29, 2024. Apple on Tuesday released a new app for creating invitations and sending them to contacts. The app is called Apple Invites. Users can create events, such as birthdays, graduations and housewarming parties, and manage RSVPs and guest lists through the app. Apple Invites is also available on the web. While users won't need an iPhone to RSVP to events, they will need a paid iCloud+ subscription to send invites. The launch is the latest example of Apple's services strategy, whe company introduces new paid subscriptions that are marketed to its installed base of 2.35 billion active devices. Apple's Services division has become the company's second largest business behind the iPhone, reporting $25 billion in sales in the December quarter. Services has also become a big source of Apple's profit, with a gross margin of 74%. The growth of Apple's services division is helping Apple's overall margins expand in recent quarters after years of staying flat. Apple's services business also includes its search deal with Google, Apple Pay payments and device warranties. With Invites, Apple is taking on Partiful, a startup founded in 2020 that allows users to make and send event invites. Partiful did not immediately respond to a request for comment. An iCloud+ subscription starts at $1 per month for 50GB of storage, and it's included in Apple's other subscription bundles, ranging up to a $38-per-month subscription that also includes the company's TV service, Apple Music and access to games, fitness classes and news. Invites also includes Apple Intelligence, the company's suite of artificial intelligence software. Apple Intelligence can generate images for invites and help write the invitation with the company's Writing Tools. Apple Intelligence also has the ability to share a photo album or playlist with an event's guest list. While Apple doesn't charge individually for many of its iCloud+ services, it now has a host of paid features intended to get users to upgrade from free storage. That subscription service offers a VPN-style relay service for private browsing, custom email domains for iCloud, local security camera storage and the ability to generate burner emails. Apple doesn't disclose how many iCloud+ subscribers it has. The company last week said that it has 1 billion subscribers, but that figure includes subscriptions to apps through the App Store in addition to its direct iCloud subscriptions.