I don‘t think one can really look at the “40%” price hike from a truly artificallly LOW 4.99 to $6.99 as indicative of inflation. We all knew this pricing was a loss leader entry price, hell they gave it AWAY for 1 year for 2 years after introduction with pretty much ANY apple purchase of a hardware product. They kept extending it during Covid as their production capabilities were limited and reduced and further extended what was a quite limited, but quality library of content. I don’t think there is ANY other streaming company that had an entry price this low, certainly not for THIS long. The closest thing in price (at $6.99 was discovery+ which IMHO is just s…t and the biggest wasted of money ever) They were trying to gain eyeballs and subscribers while letting the content library catch up. And to some extent they have.
The timing was probably put off, and now planned but the timing is now odd and out of sync with the streaming market as consumers are tightening their belts, churning more, making SOME choices about what services to keep, downshift in capabilities, etc.. Most streaming companies in the past 60 days have offered some significant discounts at least for an ANNUAL sub to commit and pay upfront. I doubt apple will do that, other than maybe offering a current annual sub, or monthly sub ONE LAST CHANCE to buy at the 49.99$ annual rate when their current plan comes up. They certainly don’t want to lose anyone at this point as this is going to be a growth area for future revenues.