Apple has increased the monthly subscription fee for Apple TV by $2, bringing the total to $15. Additionally, the annual subscription has seen a 20 percent increase, rising from $99 to $119. Current subscribers will receive a one-month notice before the new prices take effect, as confirmed by Variety.
This marks the latest price adjustment for Apple TV, following previous hikes in August 2025, when the monthly fee rose from $10 to $13, as well as increases in October 2023 and October 2022. Initially launched in 2019 at a low price of $5 per month, Apple TV is ad-free and remains less expensive than major competitors like Netflix and Disney+, whose ad-free plans start at $20 and $19 per month, respectively. However, Apple TV’s content library is notably smaller than that of many other streaming services.
In conjunction with the Apple TV price hike, the cost of an individual subscription to Apple One has also increased from $20 to $22. This bundle includes Apple TV, along with services like Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+. The increase aligns with recent price adjustments for Apple Music, which rose from $11 to $13 last month, and for Apple One’s Family and Premier plans, which now cost $28 (up from $26) and $40 (up from $38), respectively.
These price increases come as Apple continues to emphasize its services revenue, which accounted for 28.1 percent of the company’s total revenue in the quarter ending June 27. In contrast, hardware sales made up 71.9 percent. The cost of sales for services is significantly lower than for hardware, with 13.7 percent for services compared to 86.3 percent for hardware, enhancing the attractiveness of this revenue stream.
After investing heavily in content for Apple TV, the company may now be seeking to improve the service’s profitability. Reports from 2025 indicated that Apple TV was the only service not yet profitable, with claims that it was losing over $1 billion annually. While Apple has not disclosed specific profitability figures for its streaming service, the absence of ads means that modest price increases could be a straightforward method to boost revenue. However, this strategy may also pose risks to subscriber growth.
This article was produced by NeonPulse.today using human and AI-assisted editorial processes, based on publicly available information. Content may be edited for clarity and style.
