Apple (AAPL) increased the monthly price of its Apple TV streaming service on Friday, raising the cost to $14.99 per month or $119 per year. The previous pricing was $12.99 per month or $99 annually.
The price increase also affects Apple One, Apple’s bundled subscription service that includes Apple TV, iCloud storage, Apple Music, and other services. The individual Apple One plan increased to $21.95 per month from $19.95.
The adjustment brings Apple TV’s pricing closer to competing streaming platforms. When the service launched in 2019 as Apple TV+, it was priced at $4.99 per month, making it one of the more affordable streaming options available.
Since launch, Apple TV has expanded its content library with popular titles and original programming, including the summer blockbuster “F1” and the return of the comedy series “Ted Lasso” for its fourth season.
Apple Continues Raising Service Prices
The latest increase follows Apple’s decision to raise Apple Music subscription prices by $1 per month in July, with the company citing higher licensing costs.
Apple’s services division has become an increasingly important part of its business. The company reported $30.7 billion in services revenue during its fiscal third quarter, representing 12% year-over-year growth.
However, services gross margin declined by more than 1% sequentially during the quarter, which Apple attributed to changes in its product mix and foreign exchange pressures.
Services Remain a Strategic Focus for Apple
Apple has continued expanding its subscription ecosystem as hardware growth becomes more mature. Apple TV, Apple Music, iCloud, and other services help strengthen recurring revenue streams and increase customer engagement across Apple devices.
When Apple announced that Tim Cook would step down as CEO on Sept. 1, the company highlighted services as one of the major focus areas during his leadership tenure.
