Apple Raises Subscription Prices for Apple TV and Apple One Bundles
Apple has implemented a fresh round of price hikes across its digital services, marking the latest shift in the company’s streaming strategy. As of today, the cost of a standalone monthly subscription to Apple TV has climbed by $2, bringing the new price to $15 per month.
The increase also impacts annual subscribers, who will see their yearly rate jump by 20 percent, rising from $99 to $119. According to reports, current subscribers will be granted a one-month notification period before the new pricing takes effect.
This move continues a trend of consistent price escalations for the service. Apple TV—formerly branded as Apple TV+—originally launched in 2019 at a promotional price of $5 per month, a figure many analysts now view as having been financially unsustainable. Since then, the platform has seen recurring price adjustments, with recent hikes occurring in October 2022, October 2023, and August 2025.
Despite the $15 price tag, Apple TV remains positioned as a more affordable alternative to major competitors. By comparison, ad-free tiers for platforms like Netflix and Disney+ currently start at $20 and $19 per month, respectively. However, critics point out that Apple TV maintains a significantly smaller content library than these larger rivals, relying heavily on prestige original programming rather than vast back catalogs.
Apple One Bundles Also Affected
The pricing adjustments extend beyond individual subscriptions to Apple’s comprehensive service bundle, Apple One. The individual Apple One plan, which packages Apple TV with Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+, has seen its monthly cost rise from $20 to $22.
This increase mirrors broader adjustments across the company’s ecosystem. Last month, Apple raised the price of standalone Apple Music subscriptions from $11 to $13. Furthermore, the higher tiers of the Apple One bundle were also adjusted last month: the Family plan increased from $26 to $28, while the top-tier Premier plan moved from $38 to $40.
As streaming services continue to move away from aggressive introductory pricing toward long-term profitability, these steady, incremental increases suggest that Apple is prioritizing higher average revenue per user over the rapid subscriber growth that characterized its initial entry into the streaming wars.
