ed niedermayer, shira ovide, thank you both.come, could apple's next killer project look something like amazon prime? we will hear from the goldman sachs about why subscription plan could be a good idea. this is bloomberg. ♪ emily: apple's next big hit may not be hardware, but it could be a service that works a lot like amazon prime. a team of analysts at goldman sachs suggest a subscription service could be the key to boosting iphone sales as the flagship product becomes a less dependable source of growth. a hypothetical plan would cost $50 a month and would rely heavily on streaming services from apple tv and apple music. our senior research analyst wrote the notes from goldman and joins me here with more details. david kirkpatrick is still with us. it's certainly an intriguing idea. what exactly would be in the subscription package? >> sure, and thanks for having me. the basic idea here is that apple wants to transition to subscript and services, because the smartphone industry -- we're looking for what's next. as we thought