Apple’s Services division is growing rapidly, but according to analyst Gene Munster it is still leaving billions of dollars on the table by failing to monetize its software in the way that it could.

Munster says that Apple should be following other high tech companies by charging monthly subscription fees for Pro Apps, aimed at audio and visual professionals. These apps include Final Cut Pro, Logic Pro X, Motion, Compressor and MainStage 3, each of which Apple currently sells for a one-off fee.

Predicting the future is tough, even for the experts. That’s the only lesson we can learn from looking back at these horribly misguided iPhone predictions that greeted the device at its launch 10 years ago.

Before most people had even wrapped their fingers around Apple’s first-gen smartphone, tech pundits, analysts and competing CEOs were already writing off the iPhone as a disaster similar to Apple’s previous excursions into video game consoles and the like.

Here are just a few of the laughable reactions that greeted the iPhone in 2007.

People can talk about declining iPhone demand all the want, but when it comes to which tech products the general public want to see under their Christmas trees this year, there is no doubt about it: no brand can beat Apple.

Speaking with CNBC this Monday, Apple analyst Gene Munster shared his firm Piper Jaffray’s research into desired holiday gifts — and found that the iPhone, closely followed by the MacBook, beat other items including the Xbox, PlayStation, GoPro camera and more to land the top two positions in the list.

The next Apple Watch might arrive sooner than expected, based on a new rumor claiming Apple’s new wearable will be unveiled in June.

Not only is the new watch ahead of schedule, it may even sport a 40-percent-thinner design, hopefully without compromising on battery life.

Almost sounds too good to be true, right?

Hit-and-miss Piper Jaffray analyst Gene Munster (a.k.a. the “Apple television set is coming” guy) has a somewhat wacky theory in his latest note to clients: that Apple will not only announce its own virtual reality project at some point in the future, but that this will prove to be the real iPhone killer.

And that Apple’s totally okay with that.

At $17k, the Apple Watch Edition is currently the most expensive product Apple sells.

But according to Piper Jaffray analyst Gene Munster, that record is likely to be obliterated when the Apple Car finally ships — since his projected price tag of “around $75,000” would put it at around four-and-a-half times the cost of Apple’s high-end wearable. Or the equivalent of 100 brand new iPhones 6s handsets.

People may be split over whether or not Apple is doing the right thing by defying the FBI by refusing to create an iPhone backdoor, but according to a new report, Apple’s squabble over privacy isn’t likely to have much of an impact on its brand appeal — however much Donald Trump wants people to boycott the company’s products.

Piper Jaffray analyst Gene Munster this morning revealed the results of a survey of 1,0002 Americans — suggesting that an equal number of people are more or less enamored of the brand as a result of the recent news, while the majority of respondees claim not to know anything about the story.

Apple has never reported a decline in iPhone sales. That may be about to change, however, with seven top Apple analysts all predicting that the company is either experiencing — or on the verge of experiencing — a drop in the number of iPhones being bought.

Hit-and-miss Apple analyst Gene Munster has admitted he couldn’t have been more wrong about the likely customer uptake of Apple’s iPhone Upgrade Program, the $32+ per month scheme designed to get new iPhones into the hands of people happy to pay a monthly fee to Apple.

We’ve heard plenty of conflicting reports about when we should expect a new smaller, 4-inch iPhone “c” from Apple, but Piper Jaffray’s resident Apple analyst Gene Munster suggests that Cupertino would be wasting its time by releasing a sequel to 2013’s iPhone 5c.

Why? Because, Munster claims, customers don’t really want smaller handsets at all.