The news: Apple is increasing the price of its Apple Music and Apple TV+ subscription services as well as its Apple One bundle, its first significant pricing rise in the US in years.
Why the hikes? Everything’s getting more expensive—and that includes streaming.
Our take: With these hikes, Apple is testing how much its brand equity is worth to consumers. It’s entirely possible that consumers are willing to pay one or two dollars more to Apple even if it means canceling, say, their Peacock or Discovery+ subscriptions.
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