Apple Raises Apple TV and Apple One Prices by Up to 20 Percent
The streaming service's monthly price climbs to $15 in the fourth increase in four years, part of a broader push into subscription revenue.
Apple raised the price of its Apple TV streaming service in the United States on Friday, pushing the monthly cost to $14.99 from $12.99, according to CNBC. The annual plan rose to $119 from $99, a jump of 20 percent, Ars Technica reported.
The increase also hit Apple One, the bundle that packages Apple TV with Apple Music, Apple Arcade, Apple Fitness+, Apple News+ and iCloud+. An individual Apple One subscription now costs $21.95 a month, up from $19.95, CNBC reported. Engadget put the new price at $22, a $2 increase. Current subscribers to both services will get one month's notice before the new prices take effect, Apple said, according to Variety. The changes apply immediately to new subscribers.
It is the fourth price increase for Apple TV in four years. The service launched in 2019, then called Apple TV+, at $4.99 a month. Monthly prices rose again in October 2022, October 2023 and August 2025, when the cost went from $10 to $13, according to Ars Technica. The cost of a subscription has tripled since the service began, Engadget reported.
A Bigger Push Into Services
The increase follows a similar move on Apple Music, whose monthly price rose from $11 to $13 last month, according to Ars Technica. CNBC reported that Apple raised Apple Music prices by $1 in July, citing licensing costs. Apple also raised the price of Apple One's Family plan from $26 to $28 and its Premier plan from $38 to $40 last month, Ars Technica reported.
Apple's services division, which includes Apple TV, brought in $30.7 billion in revenue last quarter, up 12 percent from a year earlier, CNBC reported, though the unit's profit margin slipped by more than 1 percentage point. Apple has said services were a major focus during Tim Cook's time as chief executive; Cook is stepping down as CEO on September 1, CNBC reported.
Apple TV remains cheaper than rivals such as Netflix and Disney+, whose ad-free plans start at $20 and $19 a month, respectively, according to Ars Technica. But the service has a far smaller library. A report by The Information last year said Apple TV was Apple's only unprofitable service and was not expected to turn a profit for at least a decade, citing two anonymous sources who said it was losing more than $1 billion a year, Ars Technica reported. Apple has not disclosed profitability figures for the service.
What Comes Next
Engadget reported that Apple typically bundles three months of free Apple TV access with new device purchases, though upcoming iPhone models are expected to cost more this fall. Netflix, Prime Video and YouTube Premium have also raised prices this year, and ESPN's streaming plans are set to increase next month, according to Engadget.
Sources
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