Goldman Sachs told clients that Apple should offer a premium content, services and iPhone subscription bundle to spark growth.
Goldman reiterated its buy rating on Apple shares.
"We think Apple should launch a subscription bundle as a way to reinforce iPhone loyalty and leverage it into content. ... This strategy would help Apple fend off smartphone commoditization and position it well vs. Amazon and Alphabet as content shifts to streaming," analyst Simona Jankowski wrote in a note to clients Sunday.
"In our view, Apple needs to invest with urgency and scale in a tightly integrated content strategy."