Overview
- Apple increased the U.S. Apple TV monthly price from $12.99 to $14.99 and raised the annual plan from $99 to $119, with the new rates taking effect Friday for new subscribers and existing customers receiving about one month’s notice before their next bill is changed.
- The Individual Apple One bundle was raised by $2 to $21.95 per month while Apple left other Apple One tiers unchanged in this round of adjustments.
- Apple points to all-time-high Apple TV viewership in the June quarter and to expanded premium programming and live-sports rights, including Formula 1, Major League Soccer and MLB, as justification for the higher price.
- Unlike several rivals, Apple continues to offer no ad-supported lower-cost tier, so the company is testing how much customers will pay for an ad-free streaming experience.
- This is the fourth price increase in four years and roughly triples the service’s 2019 launch price, a trend that adds to rising household streaming costs and could drive some subscribers to switch to the annual plan or cancel services.