Hi Dave, I agree that everyone is increasing costs but $4 over a $!8.95 original price seems excessive esp. for one of the riches companies on the planet. Most are increasing costs by $2. Apple One did cost $227.40 for one year and now that price jumps to $275.40 or $48 increase in one year. I've had Apple TV with Apple One for the past 6 months and they have added very little to their listings and I was considering dropping it for that reason. And looking at their upcoming features there seems to be very little being added. In addition most of their new films are going to theatres first or they are offering it to purchase. That's on top of the monthly fee! Sounds like gouging to me and I'm going to cancel it this time around. By comparison Prime Video is only $10 for the month. Very disappointed with Apple over this.All the similar services seem to be raising their rates. Each of us has to decide which ones we want to continue with and how much enjoyment we get from any of them. Remember the "good ol days" of cable tv when we thought cutting the cable was the way to nirvana?