Apple TV+, the streaming service that carries original series such as “Ted Lasso” and “Severance,” announced a price increase that takes effect immediately. The monthly subscription now costs $14.99, a $2 rise, while the annual plan climbs to $119.99, up $20 from the previous rate. This adjustment marks the fourth price increase the service has implemented in the past four years.
Pricing changes across Apple’s ecosystem
Alongside the TV+ hike, Apple is also raising the cost of its broader bundle offering, Apple One. The individual Apple One plan, which combines Apple Music, Apple Arcade, cloud storage and other services, will now cost $21.95 per month, an increase of $2.
Unlike several competing platforms, Apple TV+ continues to offer only a paid, ad‑free tier. The company has not introduced a lower‑cost, ad‑supported option, a strategy that differentiates it from rivals that use ad tiers to attract price‑sensitive consumers.
Industry context: other streamers also raise fees
Apple’s move comes as other major streaming services have recently adjusted their pricing. Earlier this month, Peacock, owned by NBCUniversal, increased the cost of its ad‑supported tier to $12.99 per month from $10.99, while its most comprehensive plan rose to $19.99, a $3 increase. ESPN’s unlimited streaming plan also went up in September, moving from $29.99 to $31.99 per month, with the annual subscription climbing from $299.99 to $319.99.
Earlier in the year, Amazon Prime Video, Netflix and YouTube Premium each announced price hikes, indicating a broader trend of rising costs across the streaming landscape.
Apple TV+ positioning and content slate
Since its launch in 2019 at $4.99 per month, Apple TV+ has been marketed as a low‑cost add‑on for Apple device owners, and the service still provides a free three‑month trial to customers who purchase a new Apple device. Over the years, Apple has sought to set the platform apart by investing heavily in original programming. The service now hosts more than 300 original movies and TV shows.
Among its flagship series, “Ted Lasso” returned for a fourth season earlier this month, reinforcing Apple TV+’s reputation for high‑profile, critically acclaimed content. The platform’s original productions have also attracted significant awards recognition. In the previous awards cycle, Seth Rogen’s “The Studio” earned 13 Emmys. This year, Apple TV+ shows “Widow’s Bay” and “Pluribus” have received 19 and 18 award nominations, respectively.
Beyond scripted series, Apple TV+ has expanded its sports portfolio. The service recently secured U.S. rights to Formula 1 races and already offers live coverage of Major League Baseball and Major League Soccer games, adding further value for subscribers.
While the price increase brings the monthly cost closer to that of many competing services, Apple TV+ remains positioned as an ad‑free, premium offering anchored by original content and exclusive sports rights. The company’s decision to forgo an ad‑supported tier suggests confidence that its library and brand loyalty will sustain subscriber growth despite higher fees.
Consumers now face a higher price point for Apple’s streaming service, but the company continues to emphasize the breadth of its original programming, award‑winning productions, and live sports coverage as justification for the added cost.
Steve Lopez is the Editorial Page Editor for News Raise. He covers Health. He has won more than a dozen national journalism awards for his reporting and column writing at seven newspapers and four news magazines.
