Apple raises prices for Apple TV and Apple One subscriptions
Apple increased the monthly price of Apple TV by $2 to $15, and annual plans by 20% to $119. The individual Apple One bundle also rose from $20 to $22 per month. These changes follow recent hikes in Apple Music and other services as Apple leans more on its services revenue.
Apple’s latest price adjustments follow a pattern of incremental increases across its services, with Apple Music rising last month and Apple One family and premier tiers already bumped. The company’s services segment now accounts for over a quarter of total revenue, and its cost of sales for services is far lower than for hardware, making subscription price hikes a straightforward lever for improving margins. Apple TV remains ad-free and cheaper than major rivals like Netflix and Disney+, but its catalog is considerably smaller, and the service has reportedly never been profitable, with losses exceeding $1 billion annually according to a 2025 report.
The annual Apple TV plan saw the steepest relative increase at 20 percent, while monthly subscribers face a $2 rise. Apple has raised Apple TV prices repeatedly since 2022, starting from a $5 monthly launch price in 2019. Current subscribers get one month’s notice before the new rates apply. These moves come as Apple continues to invest heavily in original content, suggesting a push toward making the streaming service financially sustainable without introducing ads.
These price hikes could affect budget-conscious households already juggling multiple streaming subscriptions, potentially pushing some to cancel or downgrade Apple TV or Apple One bundles. For Apple, the increases may strengthen services revenue, but they also risk slowing subscriber growth, especially against cheaper competitors or ad-supported tiers. The broader trend of rising subscription costs across tech platforms could strain consumer spending, making bundling more attractive while also prompting more careful evaluation of which services are truly essential.