Apple TV+ has once again increased its subscription prices for U.S. customers, raising the monthly cost to $14.99 and the annual plan to $119. This change, which took effect with little notice, represents a $2 increase for monthly subscribers, a roughly 15.4% jump, and a $20 increase for annual subscribers, approximately 20%.
This marks the fourth price adjustment for the service in as many years. When Apple TV+ initially launched in 2019, its monthly subscription fee was $4.99. The current pricing strategy aligns with a common trend in the streaming industry, where services often offer lower introductory rates to attract subscribers, particularly those following popular ongoing series like the sports-comedy "Ted Lasso" and the sci-fi thriller "Silo," before implementing subsequent price increases.
In addition to the standalone Apple TV+ subscription changes, the company is also increasing the price of Apple One, a bundle that includes Apple TV+, Apple Music, iCloud Plus, Apple Arcade, Apple News Plus, and Apple Fitness Plus. The monthly cost for Apple One will rise from $19.95 to $21.95.
This move by Apple follows a broader industry pattern, with nearly all major streaming platforms, including Netflix, HBO Max, Disney Plus, Hulu, and Paramount Plus, having raised their prices over the past few years. Most recently, YouTube Premium announced a 17% monthly price hike for users in Europe and Asia. Since 2021, price increases have become a widespread phenomenon across streaming services; for example, Hulu maintained its initial $11.99 price for six years before implementing four rate increases over the subsequent five years.
Despite the rising costs, Apple TV+ has garnered critical acclaim and a strong lineup of content, evidenced by its 89 Emmy nominations this year for shows such as "Pluribus," "Widow’s Bay," and others. The previous year, the service's "The Studio" won an Emmy for Outstanding Comedy Series, while "Severance" and "Slow Horses" also received multiple awards. However, the consistent price hikes prompt questions about the sustainability of the current streaming model and its eventual impact on consumer behavior.