Apple Earnings In Focus After Streaming Price Increase: Gene Munster Says This 'Will Be Apple's Growth Playbook'

Core Viewpoint - Apple Inc has announced a price increase for its AppleTV+ subscriptions from $9.99 to $12.99 per month, marking its first price hike since 2023, which is seen as a strategic move to enhance revenue per device through subscriptions and service price increases [1][2]. Revenue Impact - The price increase could potentially add $430 million in high-margin revenue, representing a 0.1% rise in next year's expected revenue [3]. - Apple is estimated to have around 60 million paid subscribers, with approximately 65% receiving discounts, leading to an average monthly cost of $6.50 per subscriber [3]. Strategic Focus - The company aims to increase average revenue per device, with two-thirds of this growth expected to come from services and one-third from hardware price increases [4]. - This price adjustment is part of a broader strategy that has evolved over the past 20 years, transitioning from a mobile device company to one focused on higher margins through services [4]. Future Growth Strategy - Over the next five years, Apple is expected to adopt a more aggressive pricing strategy, as consumers perceive the cost of using Apple services as minimal compared to the value they receive [5]. - The company has reported annual losses of $1 billion on AppleTV+, but it is investing heavily in high-budget content to drive future profitability [5][6]. Content and Awards - Apple TV+ has received significant recognition, with 81 Emmy Award nominations, including for popular series like "Severance" and "Ted Lasso" [7]. - The price increase coincides with the streaming premiere of "F1," which has grossed $185.9 million domestically and $603.4 million worldwide, marking it as Apple's highest-grossing film [7][8]. Market Position - The price increase may also precede the introduction of an ad-supported plan, which could attract subscribers looking for lower-cost options while potentially benefiting Apple through high advertising rates [8]. - Apple stock is currently trading at $227.71, down 6.6% year-to-date in 2025, within a 52-week range of $169.21 to $260.04 [9].