Apple TV Jumps to $14.99, Fourth Hike
Apple TV Jumps to $14.99, Fourth Hike
The News
Apple raised the US price of its Apple TV streaming service to $14.99 a month, up $2 from $12.99, effective Friday, Aug. 28, for new and existing subscribers.
The annual plan goes from $99 to $119.
Apple also lifted the individual tier of its Apple One bundle — which packages Apple TV with Apple Music, iCloud+, Apple Arcade, Apple News+ and Apple Fitness+ — from $19.95 to $21.95 a month.
It is the fourth Apple TV price increase in four years. The monthly fee has tripled since the service launched in 2019 at $4.99.
Timeline
Apple launches the service, then called Apple TV+, at $4.99 a month with a handful of original titles.
Apple drops the plus sign and rebrands the service as Apple TV.
NBCUniversal's Peacock raises its rates — its own fourth increase in four years, according to Variety.
Apple TV goes to $14.99 monthly and $119 annually in the US, effective immediately. Apple says existing subscribers will be notified roughly one month before they are charged the new price.
ESPN's streaming price increase takes effect.
Reactions
The trade press framed the move as routine streaming inflation rather than an Apple outlier. The Hollywood Reporter headlined it "Apple TV Hikes Prices as Streaming Inflation Continues." The Verge counted it as the company's fourth hike in four years.
Variety noted every other major premium streamer — Netflix, HBO Max, Disney+, Hulu, Paramount+ and YouTube Premium — has raised prices in the last two years, and that Apple's increase lands weeks after Peacock's and weeks before ESPN's.
Apple's stated justification is the catalog: the service now carries more than 300 original shows and movies, against a handful at launch.
What's Next
Current subscribers keep their old rate until Apple notifies them, about a month before the higher charge hits their card. New sign-ups pay $14.99 now.
ESPN's streaming increase follows on Sept. 17, and the industry pattern suggests more rate letters before year's end.
More
Apple's lineup includes "Ted Lasso," "The Studio," "Shrinking," "Severance," "Pluribus" and "The Morning Show," plus the Oscar-winning film "CODA" and the Brad Pitt racing movie "F1: The Movie," the highest-grossing sports film ever at the global box office. Subscribers also get live Formula 1, Major League Baseball and Major League Soccer.
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