Apple TV raises prices in the US, with the monthly price up by $2 to $14.99, its fourth increase in four years; the individual Apple One tier rises $2 to $21.95
Tech giant also ups price of Apple One multi-service bundle's individual plan — It's going to cost Americans a few more bucks to watch …
VarietyTodd Spangler
Context & Ripple Effects
Apple has repriced its subscription portfolio repeatedly: TV+ and Apple One rose in 2022, TV+ and several other services rose again in 2023, and TV+ increased to $12.99 in 2025. July 2026 also brought higher Apple Music and some Apple One prices, making the latest change part of a broader effort to raise recurring-service revenue rather than a one-off adjustment.
The $2 increase applies equally to standalone Apple TV and the individual Apple One tier, preserving Apple One as the comparison point for customers who use more than one included service. Public reaction framed the higher standalone price both as an incentive to bundle and as a reason for subscribers to rotate services.
First-order effects
US Apple TV subscribers face a $14.99 monthly charge, while individual Apple One subscribers pay $21.95; Apple collects more recurring revenue from both plans.
The equal $2 increases leave the gap between standalone Apple TV and individual Apple One at $6.96 per month, sharpening the bundle decision for customers using Apple services beyond video.
Second-order effects
Apple One becomes a more consequential retention and cross-selling vehicle: customers weighing a $14.99 video-only plan against the $21.95 multi-service tier have a clearer economic reason to compare total service use rather than TV alone.
Subscribers who do not see sufficient value in continuous access have a stronger incentive to cancel and resubscribe around desired programming, a behavior raised in public reaction to the increase.
Third-order effects
If Apple continues repricing video, music, and bundles in parallel, its services strategy shifts further from low entry pricing toward extracting more revenue from established subscribers and multi-service households.
The pattern puts content depth and bundle utility at the center of retention: a higher standalone price makes each service’s distinct value proposition more important than price alone.
The trend: Apple is steadily moving its consumer-services portfolio toward higher recurring prices, with bundles positioned to retain customers across multiple subscriptions.
@film_girl It's a ruse to get people to bundle Apple TV, either through their offering with Peacock or, better yet, with Apple One. When consumers stare down $15 per month for Apple TV alone or $20 per month to include Apple Music and others, better value becomes obvious.
are they putting ram in Apple TV shows now? $15 a month when you don't have a catalog of content like Disney or HBO or Netflix is a very easy way to make people just rely on churn.
I'm not saying Apple TV isn't a good service or that it doesn't have good content. And it isn't unique in the price-gouging that all the services are doing. However. $15 a month on a continuous basis without a large back catalog of content is just asking people who don't care
$14.99 for Silo, Slow Horses, For All Mankind, Dark Matter, Severance, Tehran, Star City, The Morning Show, Pluribus, etc is an absolute steal. No other streaming service has this density of well written and interesting shows with great acting.
AppleTV has some great shows. Arguably the best out there rn. But 14.99 when I dont own, use, or share ANY other Apple product might be the number that makes me cancel. I think what'll happen is folks will pay for 3 mos, binge everything they can, and then cancel for 6 mos.
@BostonHanSolo I agree the quality of the average Apple TV show is higher than the average Netflix show by a large margin, but Netflix also has a catalog of content of movies and TV shows that Apple TV doesn't have and that is how you get people to stick around. I'm not saying pe…
Apple TV Hikes Price of Streaming Service in U.S. Effective Immediately, will now be charged $14.99/month (up two bucks from $12.99) or $119/year (from $99/year)