Apple TV is raising its subscription prices for the fourth time in four years, adding to a broader wave of price increases across the streaming industry.
The monthly Apple TV subscription will now cost $14.99, up from $12.99, while the annual plan increases from $99 to $119.
Apple is also increasing the price of its Apple One bundle, which combines services including Apple TV, Apple Music, iCloud+ and Apple Arcade. The bundle will now cost $21.95 per month, compared with the previous $19.95.
Apple follows wider streaming price increases
The latest increase puts Apple among several major streaming companies that have raised subscription prices this year.
Netflix increased its prices in March, while Peacock announced higher prices earlier in August. The increases reflect a broader trend across the entertainment industry as streaming platforms attempt to improve profitability while continuing to spend heavily on content.
For Apple, the price increase comes as the company continues to expand its streaming catalogue and compete for consumers who increasingly have multiple entertainment subscriptions to choose from.
The company has also been facing higher costs across other parts of its business. Technology companies are dealing with rising demand for memory and other components, driven partly by the rapid expansion of AI data centres.
Apple TV price increase comes ahead of iPhone 18 launch
The higher subscription prices arrive just days before Apple’s next major hardware event.
Apple is scheduled to hold its launch event on September 9, where it is expected to unveil its new iPhone lineup. The event could also mark the debut of Apple’s long-rumoured foldable iPhone, alongside other hardware and software announcements.
The company is therefore entering a busy period, with…
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