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The price increase may be factoring in the next Apple TV hardware revision, allowing that to be released without price being the dominant story around it.

• jtmarl1n 4mo ago
  That makes a lot of sense
• sgerenser 4mo ago
  Yeah, that seems to be the dominant theory, especially since the AppleTV hasn't been updated in a few years and is widely expected to be "due" for a new model within the next few months.