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FinanceApple raises Apple TV and Apple One subscription prices in the U.S.
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Apple increased the monthly price of its Apple TV streaming service to $14.99 (or $119 annually), up from $12.99/month ($99/year), and raised the individual Apple One bundle price to $21.95 from $19.95. The price hikes, effective August 28, 2026, bring Apple TV closer in cost to rival streaming services. Apple cited licensing costs and significant content additions—including the blockbuster film 'F1' and the fourth season of 'Ted Lasso'—as reasons for the increase. This follows a $1/month price increase for Apple Music in July 2026, also attributed to licensing costs. The adjustments come as Apple reported $30.7 billion in services revenue (12% growth) in its third quarter, though gross margins declined slightly. The announcement coincides with the upcoming CEO transition from Tim Cook, who made services a major focus during his tenure.
Source report
Price Increases
Apple has increased the monthly price of its streaming service, Apple TV, to $14.99, or $119 per year. Previously, the service cost $12.99 per month or $99 per year.
Apple TV is included in Apple One, a bundle subscription that also offers iCloud storage, Apple Music, and other services. The individual price for Apple One has risen to $21.95, up from $19.95.
Competitive Context
The price hike brings Apple TV's cost closer to that of rival streaming services. When Apple TV first launched in 2019 as Apple TV+, it cost $4.99 per month — lower than nearly all competitors.
Since then, Apple TV has significantly expanded its content library, including:
- "F1," a major summer blockbuster
- "Ted Lasso," a comedy series that returned for a fourth season earlier this month
Recent Pricing Trends
The adjustments follow Apple's decision to raise prices for Apple Music by $1 per month in July, citing licensing costs.
Financial Performance
Apple reported $30.7 billion in services revenue, representing 12% growth in its third quarter. However, the unit's gross margin declined by over 1% sequentially, which the company attributed to a different mix of products and foreign exchange headwinds.
Leadership Transition
In Apple's announcement that Tim Cook would step down as CEO on September 1, the company noted that services had been a "major focus area" during his tenure.
Image: Tanya Reynolds, Jason Sudeikis, and Brendan Hunt in "Ted Lasso," now streaming on Apple TV. Courtesy: Apple TV
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Apple TV+ and Apple One Subscription Prices Hiked in U.S.