- Apple has raised the US Apple TV subscription price from $12.99 to $14.99 per month, while the annual plan has increased from $99 to $119.
- The latest Apple price hike also affects Apple One Individual, which now costs $21.95 per month instead of $19.95, while the Family and Premier plans remain unchanged in this round of increases.
- New subscribers will pay the updated rates immediately, while existing customers will receive advance notice before the higher prices are applied to their upcoming billing cycle, giving them time to review their subscriptions.
Apple has announced another Apple TV price hike in the United States, with the latest increase also affecting Apple One subscribers. The monthly Apple TV subscription has risen from $12.99 to $14.99, while the annual plan has increased from $99 to $119.
The price increase implemented by Apple came into effect for new subscriptions on August 28, while existing customers will receive an email notice before the increase applies to them upon the expiration of their current subscription period.
Apple TV price hike in the US
In addition to the increase in the price for Apple TV, Apple One individual has been priced at $21.95 per month, up from $19.95 previously. Apple One Individual provides you with Apple TV, Apple Music, Apple Arcade, and 50 GB of iCloud+ storage in one subscription, while Apple One Family and Premier have not been included in this price increase since they got theirs in July.
| Apple TV Monthly | Old Price | New Price |
|---|---|---|
| Apple TV Monthly | $12.99 | $14.99 |
| Apple TV Annual | $9.9 | $11. |
| Apple One Individual | $19.95 | $21.9 |
Apple TV has nearly tripled in price since its launch
My observation is that the prices on the service changed quite rapidly. Apple TV was first launched in 2019 at a price of only $4.99 per month. And this time’s price change is the fourth one within four years of service operation, making the price about three times higher than initially introduced.
On the other hand, Apple has also increased investments in the service. The platform has added such live services as Formula 1, Major League Soccer, and Friday Night Baseball in the US. These new additions can explain why the company decided to charge a higher fee for the service, even though it will be up to subscribers to make their decision on that matter.
The bigger picture of subscribers
Apple’s decision comes amid yet another round of subscriber fee increases across streaming services. Both Netflix and Peacock have increased their fees this year, making it even harder for customers to keep up with the increasing number of premium subscribers without seeing any changes in their budgets. Thus, for an Apple customer, this particular $2 fee increase means much more than just a mere price hike.
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