Apple TV Increases Subscription Prices Again Here’s What You’ll Pay Now

Streaming subscriptions have steadily risen across nearly every major platform this year, with viewers facing one price hike after another as services strive for profitability in a crowded market. Netflix initiated the trend back in March, followed by YouTube Premium and Prime Video in April, with Peacock joining shortly after.

Apple has also been part of this trend, having raised prices on Apple Music back in July, which increased its individual plan to $11.99 a month and adjusted several Apple One bundle tiers. Given the company’s recent pricing adjustments, another change to its flagship video service seemed inevitable.

This week, Apple TV announced a price increase. The monthly subscription will now cost $14.99, up by $2, while the annual plan will rise to $119 from $99. The Individual tier of Apple One, which combines various subscription services, will also see a hike from $19.95 to $21.95 per month.

The new pricing is effective immediately for new subscribers, while existing subscribers will receive a notification about a month before the change takes effect on their next billing cycle. This marks the fourth price increase for Apple’s streaming service in four years, with the monthly rate nearly tripling since its launch in 2019 at just $4.99.

Last year’s increase raised the monthly price from $9.99 to $12.99, while the annual plan remained at $99.99. This time, both monthly and annual tiers are increasing, indicating Apple’s strategy to narrow the pricing gap between the two options instead of offering a significant discount for annual commitments.

The price hike is not limited to the U.S.; Apple has confirmed that Brazil, Chile, and Mexico are also experiencing higher Apple TV prices, although no other international markets are currently affected. Other Apple One bundle tiers, including the Family and Premier plans, remain unchanged following this update.

This timing coincides with a successful period for Apple’s original programming. Executives noted in July that Apple TV viewership reached an all-time high during the previous quarter, despite the company not publicly disclosing subscriber numbers or detailed financials for the streaming service.

Much of this success can be attributed to popular shows like ‘Ted Lasso,’ which returned to significant buzz, along with breakout hits like ‘Widow’s Bay.’ Apple’s lineup also features returning favorites such as ‘Severance,’ ‘Pluribus,’ ‘The Morning Show,’ and ‘Presumed Innocent,’ all renewed for additional seasons.

Despite the increase, Apple TV remains more affordable than several major competitors. Disney+ with Hulu costs $19.99 a month, or $189.99 annually for an ad-free tier, while Netflix charges $19.99 monthly for HD streaming and $26.99 for its 4K plan with Dolby Atmos support across four devices.

Whether this latest price hike will affect subscriber retention is yet to be seen, but Apple seems confident in its current content lineup. With streaming price increases becoming a regular occurrence in the industry, Apple TV’s latest adjustment likely won’t be the last one subscribers encounter this year.

It’s also important to note that Apple TV has historically been one of the less profitable segments of Apple’s services business, with earlier reports suggesting the platform has lost over a billion dollars annually in past years. Consistent price increases like this one may reflect an ongoing effort to bridge that gap while the company continues to invest heavily in award-winning original programming.