Apple TV and Apple One US monthly and annual subscription prices rise again
Apple TV has raised its US monthly subscription price from $12.99 to $14.99, for both new and existing subscribers. Existing customers will be notified roughly one month before they are charged the new rate. The annual plan has also increased from $99 to $119.
This marks Apple TV's second monthly price increase in about a year. In August 2025, Apple raised the price from $9.99 to $12.99 while leaving the annual plan near $99.99. Since then, the monthly subscription has increased by roughly 50%. The Apple One Individual plan has also risen from $19.95 to $21.95 per month.
The increase comes after Apple said Apple TV viewership reached an all time high during the June 2026 quarter. Apple does not disclose standalone subscriber numbers or financial results for the service, but its broader services division generated $30.7 billion in quarterly revenue, up 12% year over year.
Comments
All it took was Silo.
Amazon, Netflix, Disney/Hulu, Paramount and Warner are the top players with 90% of the market. There's not much of competition, and it gets more consolidated every year (especially once WB is bought, arguably not by Paramount).
Others services got very little, so Apple is just squeezing it to get the some juice, until it gives up and buy one of the others.
There is too much competition considering how much "content" those services produce. Each of them makes 20-50 scripted TV shows a year. And each of them owns broadcast licenses to major sporting events. And each of them makes expensive TV movies of dubious quality. It is a bottomless pit of "content," and somebody has to pay for it. Never in the history of TV has so much expensive sludge been made. And you have to account for clips on YouTube and TikTok that are counted as about 20% of all entertainment watched. Competition is fierce; the quality of most "content" is often low.