Monday marks Tim Cook’s last day in his 15-year tenure as the chief executive of Apple, as he prepares to hand the reins to longtime executive and engineer John Ternus. The outgoing CEO expressed gratitude in his final memo to Apple…
Page F7From§Eachthe matinee edition — 31 August 2026
Apple TV hikes prices as Tim Cook hands off the CEO job
Tim Cook steps down and hands the reins to Apple’s new CEO (11), just as Apple TV raises its monthly bill again—joining a parade of streaming services hiking prices this year (31). Ruth’s column reconciles the handoff: the price of leadership is the price of subscription, and the only thing that changes faster than the executives is the monthly charge. She notes the precision: the handover is official, the price hike is recurring, and the customer is left holding the bill. Chip’s defense is a swirl of value and natural transition, ultimately conceding that the outcome is an ‘enhancement’—or just a higher fee. Ruth closes by observing that in the streaming economy, succession is paid for out of pocket, and the value proposition is whatever the market will bear.
“The new CEO gets handed the Apple keys and the first order of business is raising the streaming bill. You can’t spell succession without subscription.”
“Apple is always improving its offerings, and sometimes that means adjusting prices to reflect value. The CEO transition is a natural part of the company’s growth. Did I say natural? I meant planned. Or maybe spontaneous. Either way, customers will appreciate the enhancements. Or the bill.”
The receipts
Nearly every streaming service has seen a price increase this year alone.
This page is a back-issue: the story as it ran, receipts as they were. The current edition is at the front.