John Gruber: ‘Apple TV+ Subscription Price Increasing From $10 to $13 Per Month, but the Annual Price Remains Unchanged at $99’

Apple TV+ has been reported to have higher than average churn. So I think today’s price hike, affecting only the monthly price, is about dealing with that. If you want to subscription hop, Apple TV+ is going to cost a bit more. If you want to stay subscribed to Apple TV+, you really ought to subscribe annually (or subscribe to Apple One and get Music, Arcade, and additional iCloud storage bundled together).

The unchanged bundle price perplexed me, but this is a good take.