Apple TV+ has raised its subscription prices in the U.S., effective immediately. The monthly plan now costs $14.99, up from $12.99, while the annual plan increases to $119.99 from $99.99. The price hike applies to Apple TV+ alone and to the Apple One bundle, which includes Apple Music, Apple Arcade, and iCloud storage. The individual Apple One plan now costs $21.95 per month, up from $19.95.
The adjustments mark the fourth price increase for Apple TV+ since its launch in 2019, when it debuted at $4.99 per month. The service has since expanded its library with critically acclaimed originals such as Ted Lasso and Severance. Unlike some competitors, Apple TV+ does not offer an ad-supported tier, positioning it as a premium streaming option.
Apple’s decision follows price increases by other major streaming services in recent months. Netflix, Peacock, ESPN, and Amazon Prime Video have all raised their subscription costs in 2024. The company has not provided an official rationale for the price adjustment, though it aligns with broader industry trends toward higher streaming fees.
Apple reported $30.7 billion in services revenue in its third quarter, a 12% year-over-year increase, though gross margins declined slightly due to product mix and foreign exchange pressures. The company has emphasized services as a key growth area under CEO Tim Cook, who will step down in September.
Apple TV+ remains smaller than many rivals in subscriber count, though its original programming has earned critical acclaim and industry recognition. The service continues to offer a three-month free trial for new Apple device purchasers.