Apple (AAPL) Raises Apple TV and Apple One Prices Again in the U.S.

Apple Inc. (NASDAQ:AAPL) has increased the price of Apple TV and the individual Apple One bundle in the U.S. to $14.99 a month and $21.95 a month, respectively. This price hike comes after a $1-a-month increase to Apple Music in July, which Apple attributed to licensing costs. The company reported $30.7 billion in services revenue for its fiscal third quarter, up 12% year over year.

The higher prices reflect a larger content library, including award-winning originals like "Severance" and blockbuster films like "F1". Competing with larger streaming platforms like Netflix, Hulu, Disney+, and Peacock, Apple's price increase could test the service's ability to retain subscribers, as repeated price increases could push price-sensitive subscribers to cancel or switch to alternatives.

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