Apple has increased the price of its Apple TV streaming service in the United States, marking another price hike for the platform as streaming subscriptions continue to become more expensive.
The latest increase affects both monthly and annual Apple TV subscriptions, while the Apple One Individual bundle is also becoming more expensive. The changes take effect immediately for new subscribers, while existing customers are expected to receive advance notice before the higher prices are applied to their accounts.
Apple TV Monthly Subscription Now Costs $15
The price of an Apple TV monthly subscription in the United States has increased from $13 to $15 per month.
Apple has also increased the annual subscription price. Customers who choose to pay annually will now pay $120 per year, representing a $20 increase from the previous annual price.
The new pricing structure means Apple TV has become significantly more expensive compared to when the streaming platform originally launched.
Apple One Individual Plan Also Gets More Expensive
Apple has also increased the price of its Apple One Individual subscription.
The Apple One Individual plan, which bundles multiple Apple services including Apple TV, will now cost $22 per month.
That represents a $2 monthly increase.
For now, Apple has not announced price changes for the other Apple One subscription tiers.
The bundle remains an attractive option for customers who already use multiple Apple services, as it combines subscriptions into a single monthly payment.
When Will Existing Subscribers Pay the Higher Price?
The price increases take effect immediately for new Apple TV and Apple One subscribers.
Existing subscribers will reportedly be notified approximately one month before the new pricing takes effect for their accounts.
This gives current subscribers some time to review their subscriptions and decide whether they want to continue with the service at the higher price.
Apple TV Has Seen Multiple Price Increases
This is reportedly the fourth Apple TV price increase in as many years.
Since the streaming service launched in 2019, the monthly subscription price in the United States has increased dramatically.
The latest increase means the cost of Apple TV’s monthly subscription has now reached $15, making the service considerably more expensive than it was during its early years.
Apple TV has continued to expand its original content library with popular shows such as:
- Ted Lasso
- Severance
- The Morning Show
- Silo
- Slow Horses
As Apple invests more heavily in original programming, the company appears to be adjusting subscription prices to support the growing costs of producing and licensing premium entertainment content.
Streaming Services Continue Raising Prices
Apple is far from the only company increasing subscription prices.
Major streaming platforms have also raised prices in recent years, including:
- Netflix
- Prime Video
- YouTube Premium
ESPN is also expected to introduce higher pricing for some of its services.
The trend highlights a major shift in the streaming industry. For years, streaming services competed aggressively by offering relatively affordable subscriptions. Today, however, companies are spending billions of dollars on original movies, television series, sports and exclusive programming.
Those costs are increasingly being passed on to subscribers.
Apple Device Buyers May Still Get Free Apple TV Access
Apple frequently offers promotional Apple TV access to customers who purchase eligible devices.
For example, buyers of certain new Apple products may receive several months of Apple TV access as part of a promotional offer.
However, those promotions are temporary and may not significantly offset the long-term cost of Apple’s higher subscription prices.
Customers planning to purchase a new iPhone or other Apple device may still benefit from promotional access, depending on the offers available at the time of purchase.
Apple’s Growing Subscription Business
Apple’s services business has become an increasingly important part of the company’s overall strategy.
In addition to Apple TV, the company offers services such as music streaming, cloud storage, gaming and subscription bundles through Apple One.
Increasing subscription prices allows Apple to generate more recurring revenue from existing customers, particularly as consumers become increasingly connected to the company’s broader ecosystem of devices and digital services.
For customers, however, another price increase adds to the growing monthly cost of maintaining multiple streaming subscriptions.
Is Apple TV Still Worth the Price?
Whether Apple TV remains worth the higher price depends largely on how much viewers watch its original content.
The service does not have the enormous content library offered by some larger competitors. Instead, Apple has focused heavily on producing premium original movies and television series.
For viewers who regularly watch Apple originals such as Severance and Ted Lasso, the service may still provide enough value to justify the $15 monthly price.
However, customers who only watch one or two shows may find it more economical to subscribe temporarily when a favorite series releases a new season and cancel afterward.
Final Thoughts
Apple’s latest price increase reflects a broader trend across the streaming industry.
The Apple TV monthly subscription now costs $15, while the annual plan has increased to $120. The Apple One Individual bundle has also increased to $22 per month.
While Apple continues to invest heavily in premium original programming, the company now faces the challenge of convincing customers that its growing library of exclusive content is worth the higher subscription cost.
With other major streaming platforms also raising prices, consumers may increasingly need to decide which services they use regularly and which subscriptions they can live without.
