(https://www.cnbc.com/2026/08/28/apple-tv-one-price-hike-us.html) on Apple Music and Apple TV citing licensing cost pressures. The room's reading this as defensive — rising input costs forcing a pass-through. Wrong frame. This is offensive. A company that can raise prices mid-cycle when competitors can't is signaling pricing power that doesn't show up in backward-looking margin analysis.

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