It feels like everyone is putting the squeeze on me, or at least on my wallet. Every one of the best streaming services that I use is raising its prices, and while I generally just grimace and take it, last night I said, “Nope.”
In case you missed it, Apple is a streaming company, too. Its Apple TV Plus service currently offers some of the best series and movies among all the streamers. Hijack was a hoot. Coda was an emotional triumph. Shrinking is some of Harrison Ford’s best work, and The Morning Show is soapy but gripping.
A year ago, when Apple raised the price from $4.99 to $6.99 I took note, but I also appreciated that it was still a bargain compared to Max or Netflix. Then, this year, Apple raised the price again to $9.99 / £8.99. I was annoyed but assumed I’d probably eat this extra cost, too.
However, it’s not that simple. You see, I’m an Apple One customer, and I have been since it launched in October 2020.
Apple One, a comprehensive, money-saving subscription plan for all its services, was a natural extension of Apple’s multi-year push into the services business. It’s been adding them like charms on a Pandora bracelet for years, and now we have six:
Since I used at least half of these services, I appreciated Apple’s effort to bundle and maybe save me some money. To be honest, I signed up for the Apple One Premier tier because, at the time, I was running into a storage crunch (we share the iCloud storage across my entire best iPhone-owning family) and realized that I just kept paying more and more for space, while still paying for Apple Music Family Plan separately (I initially had a free Apple TV plus account thanks to a newly purchased iPhone).
There were obvious efficiencies with Apple One, plus I’d get to use all those other Apple services.
Fast forward three years and I rarely use anything beyond the storage and Apple TV Plus, and with the latter, use is…
“The adventure of life is to learn. The purpose of life is to grow. The nature of life is to change. The challenge of life is to overcome. The essence of life is to care. The opportunity of like is to serve. The secret of life is to dare. The spice of life is to befriend. The beauty of life is to give.” —William Arthur Ward