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Apple and NBCUniversal to launch $14.99 Apple TV–Peacock streaming bundle

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Apple and NBCUniversal’s Peacock are teaming up to launch a new streaming bundle next week that combines Apple TV+ and Peacock Premium for $14.99 per month, offering U.S. customers a 30% discount compared with separate subscriptions.

The bundle, available starting Monday, will also include an option to pair Apple TV+ with Peacock Premium Plus for $19.99 per month, the companies said on Thursday.

The partnership brings together hit shows such as Apple TV’s Ted Lasso, Silo, and Foundation with Peacock favorites including The Traitors, Bel-Air, and Law & Order, offering subscribers a richer lineup of originals, movies, and live sports.

Matt Strauss, chairman of NBCUniversal Media Group, said the collaboration was designed to simplify access for viewers and “redefine what the customer journey should be for a streaming bundle.”

As part of the rollout, users of both apps will be able to sample select shows from the partner service: Peacock subscribers will get free access to the first three episodes of Slow Horses, Palm Royale, and Prehistoric Planet, while Apple TV+ users can preview episodes of Bel-Air, Twisted Metal, and The Real Housewives of Miami.

The move underscores a growing trend in the streaming industry, where major platforms are joining forces to boost subscriber growth and improve retention amid intensifying competition and rising content costs.

Microsoft Hikes Xbox Game Pass Ultimate Price by 50% as Service Expands

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Microsoft’s Xbox division has announced a significant 50% price increase for its top-tier Game Pass Ultimate subscription, raising the monthly fee from $19.99 to $29.99. The move comes as the company broadens the service’s offerings with new first-day game releases, enhanced cloud streaming, and an overhauled rewards system designed to strengthen its position in the growing “games-as-a-service” market.

According to Xbox’s Wednesday announcement, Game Pass Ultimate subscribers will now gain access to more than 75 new first-day releases each year, including blockbuster titles such as Call of Duty: Black Ops 7 and Ninja Gaiden 4.

The price hike follows a similar move in hardware: Microsoft last month raised the prices of its Xbox consoles in the United States for the second time this year, citing tariff-driven cost pressures and inflation in supply chains.

The expansion of Game Pass Ultimate reflects Microsoft’s long-term strategy to pivot toward subscription-based and cloud-driven gaming as traditional console sales slow amid economic headwinds. By integrating cloud gaming access across tiers, the company aims to attract a wider base of mobile and PC gamers who prefer flexibility over physical ownership.

In addition to the Ultimate tier change, Microsoft has rebranded its lower tiers — now called “Essential” and “Premium” — and introduced unlimited cloud gaming to both. Prices for these two plans will remain unchanged.

Game Pass, which first launched in 2017, has become a central pillar of Xbox’s business strategy, helping Microsoft compete with Sony’s PlayStation Plus and Nintendo’s online services. Analysts say the latest expansion and pricing update position Xbox more firmly in the subscription entertainment ecosystem, where consistent monthly revenue and cross-device playability are key to long-term growth.

Industry experts note that while the price increase could prompt some cancellations, the addition of high-value titles and advanced features may offset churn, particularly among dedicated players.

“Microsoft is betting that players will accept higher costs in exchange for convenience and exclusive access to major releases,” said one industry analyst. “It’s a high-stakes move that could redefine how gamers view value in digital entertainment.”

The new pricing structure goes into effect immediately for new subscribers, while existing members will see the changes reflected in their billing cycles later this year.

Amazon Extends Prime Day to Four Days from July 8 to 11

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Amazon.com has announced that its annual Prime Day sales event will be extended to four days this year, running from July 8 through July 11, doubling the two-day length of last year’s event.

Jamil Ghani, Amazon’s vice president of worldwide Prime, explained the extension is a response to member feedback requesting more time to shop the deals.

The longer Prime Day comes amid uncertainty in the U.S. retail market over tariffs affecting prices and product availability. According to Adobe Analytics, U.S. shoppers spent $14.2 billion during Prime Day 2024, marking an 11% increase year-over-year.

Amazon faces stiff competition from other major retailers such as Walmart, Target, and ByteDance’s TikTok Shop, which are all launching early sales events targeting back-to-school and back-to-college shoppers with personal electronics, apparel, and home goods.

To attract younger consumers, Amazon is also offering discounted Prime memberships for customers aged 18 to 24, alongside other benefits. Prime memberships generally cost $14.99 per month or $139 per year.