Apple TV+ is raising its monthly price to $14.99, up from $12.99, a 15.4% increase.
This is not the first hike. Apple has raised prices before, and each time it tests how much subscribers will absorb before churning. The real question is whether a catalog that still leans heavily on a handful of prestige titles can justify closing the gap with Netflix and Max.
The price alone is not the story. What is worth reading is the broader pattern: Apple is either preparing to compete on value or quietly accepting a smaller, premium subscriber base. Those are two very different bets.
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