Yup that is the ultimate goal - to increase software and services revenue. That is what is mandating push to A chips in macbooks. Once the A chips are mainstream, then Apple will require companies like Adbobe, Intellij and even Microsoft to pay them 30% if they want the privelge of running their apps on MacOS.

Want to run Photoshop, IntelliJ or Outlook, 30% of what you charge is going to Apple.