Apple has raised the price of Apple TV, increasing the streaming service’s monthly fee from $12.99 to $14.99. The annual subscription now costs $119, up from $99. The change brings the platform’s pricing closer to that of competing streaming services and marks another step away from its original $4.99 monthly launch price in 2019.
The company has expanded Apple TV’s catalog since its debut, adding television series, films and higher-profile releases. Its offerings include the comedy “Ted Lasso,” which returned for a fourth season in August, and “F1,” a major summer film. The broader library has accompanied successive increases in the service’s subscription cost.
Apple also raised the price of its Apple One individual bundle from $19.95 to $21.95 per month. Apple One combines Apple TV with services including Apple Music and iCloud storage. The latest adjustment follows a $1 monthly increase for Apple Music in July, which Apple attributed to licensing costs.
The increases come as Apple’s services business continues to generate substantial revenue. The company reported $30.7 billion in services revenue for its fiscal third quarter, representing 12% growth. However, the segment’s gross margin declined by more than one percentage point from the previous quarter. Apple cited changes in its product mix and foreign exchange pressures as contributing factors.
The pricing changes arrive during a broader leadership transition at Apple. In announcing that Tim Cook would step down as chief executive on September 1, the company described services as a major area of focus during his tenure. The statement underscored the role subscription products have assumed within Apple’s wider business strategy.
For consumers, the new rates mean higher costs for both standalone streaming access and Apple’s bundled subscription. For Apple, the increases may support services revenue as the company continues investing in content and managing changing operating pressures.