# The Expanding Influence of Bundles in the Streaming Age
Bundling is rapidly emerging as one of the major success tales for streaming platforms, and Apple appears to be aware of this, making Apple One even more enticing with its recent price hike for Apple TV+ and the upcoming update to Apple Music with iOS 26.
Introduced in 2019, Apple One has seen bundling evolve into an even more effective tactic. Amazon Prime serves as a classic illustration, but numerous streaming services have recently demonstrated the strategy’s effectiveness as well. Disney offers its bundle featuring Disney+, Hulu, and ESPN. HBO Max achieved significant success by collaborating with Disney. Now, ESPN and FOX are also combining their new streaming services.
Since its debut, Apple One has consistently improved, but two recent moves indicate Apple’s increased commitment to expanding its bundle subscriber base:
1. The Apple TV+ price increase
2. Apple Music’s significant update in iOS 26
## Apple TV+ Price Hike Does Not Affect Apple One
This year, Apple TV+ has truly come into its own, earning the moniker of ‘the new HBO’ with a consistent lineup of high-quality TV shows. It also boasts its most impressive fall content lineup ever right around the corner. Consequently, it’s not surprising that Apple chose this moment to raise the price for TV+.
Apple TV+ is now priced at $12.99/month in the US and several international markets. You can save by opting for an annual subscription. Alternatively, you can subscribe to Apple One, which, despite the TV+ price hike, maintains its current pricing.
With Apple TV+ now at $12.99, the $19.99 price tag for Apple One becomes immediately more appealing. For just $7 more, you also gain access to Apple Music, iCloud+, and Apple Arcade. Apple TV+ and Apple Music stand as the main attractions of every Apple One plan, serving as the primary incentives for subscribers.
With Apple TV+ effectively discounted via Apple One, along with significant enhancements coming to Apple Music in iOS 26, the bundle becomes even more enticing.
## Apple Music in iOS 26 Receives Its Largest Update in Years
Apple Music continually evolves in subtle ways, such as introducing new live radio stations or features like Replay All Time and Sound Therapy playlists. However, iOS 26 introduces a substantial update for users that enhances the overall experience.
If you’re a Spotify user, these changes alone may not sway you. Nevertheless, the prospective savings from subscribing to Apple One while gaining access to Apple Music, Apple TV+, and more could alter your perspective.
The impact of bundles is not a novel concept, but as more streaming services increasingly succeed with bundling, Apple seems poised to make Apple One more attractive than ever.
Are you currently a subscriber to Apple One? Why or why not? Share your thoughts in the comments.
