Excluding it from the bundle lets Disney be price competitive.
They lost me as a longtime customer after too many price hikes and low programming quality.
Netflix shows are “have it on in the background” quality whereas HBO has released some of the best TV of all time. This merger has enshittification written all over it.
I'm sure Apple is contributing significantly to many of those shows' budgets and helping them all reach similar quality bars, but Apple is also certainly benefiting from spreading that budget across multiple studios and not putting all their risk in (micro-)managing their own studio. Whereas a lot of the "streamer X has gone downhill" seems to be directly related to being able to source projects only from sibliing studios creating very simple monocultures of every project feeling the same and risking that bad or unlucky projects tainting other projects in that monoculture stew.
That still seems to mostly apply. In the US on Disney+ the US sports are often front and center, sure, but you can still scroll the list and get European football matches and some Aussie Rules Rugby and Cricket all kinds of things that people don't necessarily think US sports fans would watch. I think part of what ESPN realized, too, is that even regional sports can have global appeal with the right marketing or the fact that not much else is being played in that moment.
ESPN is also still often the home in the US of things like the Scripps National Spelling Bee and various Poker and Chess championships. This was famously mocked in the comedy movie Dodgeball with that movie's climactic Dodgeball championship happening on ESPN Ocho, the fictional 8th cable channel for US ESPN (which had 3 channels at the time). That joke has come full circle in interesting ways as ESPN has roughly 7 cable channels today and intentionally uses the "ESPN Ocho" branding for weirder/smaller audience championships even though the number of people that still remember the comedy movie Dodgeball is shrinking and people don't remember why it was a joke.