Apple is preparing a series of digital service bundles to reduce prices for consumers, Bloomberg reports. It could roll out as early as October.

Apple Music will be partnered with Apple TV+ in the basic package of the branded Apple One bundle. Add-ons would include Apple Arcade and Apple News+, while the priciest bundle would include extra iCloud storage. Peter Stern, a top lieutenant to services commander Eddy Cue, is overseeing the project.

Bloomberg states that this is Apple’s way of developing brand loyalty on the digital side the way Amazon has done with its Prime service. They are also developing a fitness app.

Targeted at families, the bundles are expected to offer between $2 and $5 in monthly savings. Apple’s services division is a major growth area for the company, already generating $50b annually.

If you think "haven't I heard of AppleOne before?," the answer is quite likely yes. It's an employment service that has been around since 1964. Certainly Apple, which is suing a food company for using a pear as its logo, must believe no one would confuse the two.