Apple has quietly raised the price of its Apple TV+ streaming service in the US, marking the fourth increase in as many years. The monthly subscription now costs $15, up from $13, while the annual plan jumps from $100 to $120. The Apple One individual bundle, which includes Apple TV+, also rose by $2 to $22 per month. Other Apple One tiers remain unchanged for now.
The new rates apply immediately to new subscribers, according to The Hollywood Reporter. Existing subscribers will be notified a month before their own price increase takes effect. Apple has not yet commented on whether similar hikes are planned for other countries.
This increase continues a trend of rising prices across the streaming industry. Netflix, Prime Video, and YouTube Premium have all raised prices this year, and ESPN plans are set to go up next month. For Apple TV+, the US monthly price has effectively tripled since its launch in 2019.
Apple often bundles three months of Apple TV+ with the purchase of new devices, but that perk may not soften the blow. With expected iPhone price increases this fall, any free trial is unlikely to offset the long-term cost of a subscription. Reports suggest Apple's September event will feature only Pro models, with the base iPhone 18 delayed to spring.
For subscribers, the question is whether the service's content library justifies the higher cost. Apple TV+ has earned critical acclaim for shows like "Ted Lasso" and "Severance," but its catalog is smaller than competitors. Those who rarely watch might consider canceling, while heavy users may find the price still reasonable. The decision ultimately depends on how much you value the exclusive programming.
Apple's move reflects a broader industry shift toward higher prices as streaming services strive for profitability. As competition intensifies, consumers may need to reassess their subscriptions and prioritize the platforms they use most.
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