Apple is raising the cost of Apple TV+ subscriptions once more — marking the fourth increase in four years. The monthly fee will rise from $12.99 to $14.99, while the yearly plan jumps from $99 to $119. This new pricing takes effect immediately.
What’s the New Price for Apple One?
Alongside the Apple TV+ hike, the Apple One bundle — which includes services like TV+, Music, Arcade, and iCloud+ — is also getting more expensive. Its monthly cost will increase from $19.95 to $21.95. That reflects Apple’s broader move to adjust subscription fees across its service offerings.
Industry Context & Timing
Apple isn’t alone — Netflix raised its subscription fees in March, and Peacock recently followed suit. Many tech companies have been pushing up prices, especially given pressures from hardware supply chain issues and demand related to AI infrastructure.
The timing coincides with Apple’s upcoming fall product launch event on September 9, during which the company is expected to unveil its latest iPhones — possibly including its first foldable model. Raising subscriptions now could help offset increased costs ahead of what’s likely to be an expensive hardware cycle.
Why this matters: Subscriptions have become a major revenue pillar for Apple, now more central than ever as hardware margins tighten. Consumers will feel the pinch, especially those who subscribe to multiple services or carry Apple One. How users respond—whether by cutting back, switching providers, or absorbing the price—will reveal just how much room Apple has to push before it faces backlash. It’s a moment to watch closely, especially during a fall that could reshape both devices and the company’s service revenue streams.
