Apple has increased the price of its Apple TV streaming service, raising the monthly subscription fee for both new and existing customers as the technology company continues to expand its original programming and live sports offerings.
The monthly price has risen from $12.99 to $14.99, according to reports by Deadline and Variety. The annual subscription has also increased, moving from $99 to $119.
The latest adjustment took effect immediately, with existing subscribers expected to receive notification of the new price before their next billing cycle.
Apple has also raised the cost of its individual Apple One subscription, which bundles Apple TV with other Apple subscription services. The monthly price for the individual plan has increased from $19.95 to $21.95.
Price increase comes a year after previous hike
The latest increase comes almost exactly one year after Apple last raised the price of its Apple TV subscription, signalling another step in the company’s efforts to generate greater revenue from its expanding services business.
Unlike traditional streaming platforms that rely primarily on television series and films, Apple has increasingly used live sports to strengthen the appeal of its service.
The platform now carries sports properties including Formula 1, Major League Baseball and Major League Soccer, alongside a growing catalogue of original television programmes and movies.
Apple has also continued investing in established hit shows. The fourth season of Ted Lasso premiered only weeks before the latest price increase, giving subscribers another high-profile original series to watch as the company adjusts its pricing.
Growing investment in services
The Apple TV increase forms part of a broader period of price adjustments across Apple’s products and services.
Earlier this year, the company raised prices on almost all of its devices, while reports have also indicated that Apple is considering higher subscription prices for AppleCare Plus, its extended warranty and technical support service.
Apple’s services division has become an increasingly important component of its overall business, with subscriptions providing recurring revenue beyond the company’s traditional hardware sales.
The higher Apple TV price means subscribers will now pay an additional $2 each month, or $20 more annually for those who choose the yearly plan.
For existing customers, the new rates will not be charged immediately until their next billing cycle, with Apple expected to notify them ahead of the change.
Streaming competition intensifies
The increase comes amid continued competition among major streaming platforms, many of which have raised subscription prices in recent years as they seek to offset the high cost of producing and acquiring content.
Apple has generally positioned Apple TV around premium original programming rather than sheer volume, building its reputation through critically acclaimed shows and films while increasingly supplementing entertainment content with live sports.
The latest price increase could therefore test how much subscribers are willing to pay for Apple’s combination of original programming, movies and sports.
For customers who subscribe directly to Apple TV, the monthly cost will now stand at $14.99, while those paying annually will face a $119 bill under the new pricing structure.