Today, upgrading isn't just about new features. It's also important in our ever-connected world. Security is an ever-moving target, and we see our share of zero-day exploits that require immediate action for IT departments to remain secure. In the iOS world, we've seen Apple release multiple updates within a month of iOS 13's availability. If Apple was still charging even $29 for OS updates ( Snow Leopard was a $29 upgrade), you'd likely see business customers wait on hardware refreshes before they updated. In turn, this would force Apple to continue supporting old OS' for business customers. Because everything is now free, Apple can quickly recommend that all enterprise customers move ahead as quickly as possible. While they are losing on out some potential software revenue, they certainly make it up in IT departments deploying Apple products when they otherwise might not.