Apple TV and Apple One Subscription Prices Rise in US
Apple has increased the monthly subscription fees for its Apple TV streaming service and the Apple One bundle in the U.S. The price hike brings Apple's offerings closer to those of its competitors.
Apple has raised the monthly subscription prices for its streaming service, Apple TV, and its bundled offering, Apple One, in the United States. The streaming service will now cost $14.99 per month, a jump from its previous $12.99 monthly rate, or $119 annually, up from $99 per year. The Apple One bundle, which includes iCloud storage, Apple Music, and other services alongside Apple TV, also sees an increase. The individual Apple One plan is now priced at $21.95 per month, up from $19.95.
This adjustment places Apple TV's pricing more in line with those of other major streaming platforms. When Apple TV+ initially launched in 2019, it was priced significantly lower at $4.99 per month, competing with a less crowded market. However, the service has since expanded its content library considerably, featuring popular titles such as the docuseries "F1" and the comedy "Ted Lasso," which recently debuted its fourth season.
Context for the Price Adjustments
The recent price changes follow a broader trend of increasing costs within Apple's services division. In July, the company also increased the monthly price of Apple Music by $1, citing rising licensing costs as the primary reason. These moves come as Apple's services segment continues to be a significant revenue driver for the company. In the third quarter of 2026, Apple reported $30.7 billion in services revenue, marking a 12% growth year-over-year. Despite this growth, the gross margin for the services unit saw a slight decline of over 1%, which the company attributed to a varied product mix and unfavorable foreign exchange rates.
Services have been a cornerstone of Apple's business strategy, particularly during the tenure of CEO Tim Cook, who is set to step down from his role. The company has consistently highlighted the growing importance of its services division, which encompasses a wide array of offerings from the App Store to iCloud and Apple Care. The price adjustments are indicative of the evolving economics of the streaming and digital subscription landscape, where content acquisition and production costs continue to rise, forcing providers to re-evaluate their pricing structures to maintain profitability and invest in future content development.