Apple TV+ has increased its monthly subscription price to $14.99, a $2 jump from its previous $12.99 rate. The annual subscription price has also risen to $119 from $99.99. This marks another significant price hike for the service, which originally launched in November 2019 for $4.99 per month.
The latest increase means the monthly cost of Apple TV+ is now three times what it was at launch. The service's price has seen several adjustments since its inception, rising to $6.99 in October 2022, then to $9.99 in October 2023, and to $12.99 last year. The current 16% increase brings the annual price jump to 200% since its debut.
Price Hikes Across Streaming Services
This latest move by Apple follows a broader trend in the streaming industry, where services have steadily increased their prices. Netflix, Peacock, Amazon Prime Video, Hulu, Disney+, Paramount+, Max, and YouTube Premium have all adjusted their subscription costs or modified their offerings in recent years, often introducing higher prices for ad-free viewing.
Apple has attributed its growing entertainment offering to an expanding catalog of original programming, including acclaimed series like "Severance," "Ted Lasso," and "The Morning Show," as well as films and live sports such as Formula 1 racing. The service was renamed Apple TV in October 2025, dropping the '+' from its former name, Apple TV+.
Apple also offers bundled services through Apple One, which includes Apple TV+, Apple Music, iCloud storage, and Apple Arcade. The individual Apple One plan has been raised from $19.95 to $21.95 per month. In an effort to attract new subscribers, Apple has continued to leverage its hardware sales by offering extended free trials of Apple TV+ with the purchase of qualifying Apple devices.
Consumer Strategy Amid Rising Costs
The increasing prices have led many consumers to adopt a strategy of subscribing to services only when specific content is available and then canceling. This approach allows households to save money by rotating subscriptions throughout the year rather than maintaining multiple services concurrently. Bundling options have also emerged as a way to mitigate costs, such as a package combining Apple TV+ and Peacock for $14.99 a month announced in October 2025, and an Amazon Prime Video bundle with Apple TV+ and Peacock Premium Plus for $19.99 a month in April 2026.
Despite the price increases, Apple reported a record June quarter with revenue of $109.4 billion, surpassing analysts' expectations. This financial success was driven in part by a 22% increase in iPhone sales and record revenue from Mac sales, along with tariff refunds boosting profits.
Online reactions to the latest price hike have expressed mixed sentiments. Some subscribers acknowledge the quality of Apple's original content, such as "Severance," and are willing to pay more. Others argue that the service's content library does not justify the nearly $15 monthly fee, especially for those already subscribing to multiple platforms. Speculation on social media platforms like Reddit suggests potential future restrictions on family sharing features.