Apple has quietly raised the price of its streaming service and its all-in-one subscription bundle in the United States, according to a report from CNBC.
The company said on Friday that Apple TV now costs $14.99 per month, or $119 per year, up from the previous $12.99 monthly and $99 annual price points.
Apple One bundle also costs more
Apple One, which bundles Apple TV with iCloud storage, Apple Music, and other services, also saw a price increase. The individual tier now runs $21.95 per month, up from $19.95.
The moves come as Apple TV’s pricing moves closer to that of its streaming rivals. When the service first launched in 2019 as Apple TV+, it carried a $4.99 monthly price tag — a rate that undercut most of the competition at the time.
Since then, Apple has significantly expanded its content library, adding titles such as “F1,” a major summer blockbuster, and “Ted Lasso,” whose fourth season returned earlier this month.
Part of a broader pricing trend
The subscription increases follow a similar move in July, when Apple raised the price of Apple Music by $1 per month, citing licensing costs.
The price adjustments come as Apple continues to lean heavily on its services division. The company reported $30.7 billion in services revenue in its fiscal third quarter, representing 12% growth year over year. However, the unit’s gross margin slipped by more than 1% sequentially, a decline the company attributed to a different mix of products and foreign exchange headwinds.
Services have been a key pillar of Apple’s growth strategy in recent years. In its announcement that CEO Tim Cook would step down on Sept. 1, the company noted that services had been a “major focus area” during his tenure.
Source: www.cnbc.com — https://www.cnbc.com/2026/08/28/apple-tv-one-price-hike-us.html
This article is for informational purposes only and does not constitute financial, investment, tax, or legal advice. Do your own research and consult a licensed professional before making financial decisions.
