Apple raises Apple TV+ and Apple One subscription prices amid services revenue focus

Apple increased the price for a monthly subscription to Apple TV by $2, to $15, today.

Annual prices increased by 20 percent from $99 to $119. Current subscribers will receive one month’s notice before paying the new prices, Apple said, per Variety.

Apple’s most recent price hike was in August 2025, when monthly prices went from $10 to $13. Monthly prices also increased in October 2023 and October 2022. Apple TV (then called Apple TV+) started in 2019 for (a seemingly financially unsustainable) $5/month.

Apple TV doesn’t have commercials and is still cheaper than many of its biggest rivals, like Netflix (ad-free plans start at $20/month) and Disney+ (ad-free plans start at $19/month). However, Apple TV has a much smaller library than many subscription-based streaming services.

Apple also increased the cost of a monthly individual subscription to Apple One—which bundles the Apple TV streaming service with Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+—from $20 to $22 today. The price bump tracks somewhat logically, considering new higher fees for Apple TV, as well as Apple Music, whose monthly price increased from $11 to $13 last month.

Last month, Apple also increased the prices of Apple One’s Family (from $26 to $28) and Premier (from $38 to $40) plans.

The higher prices come as Apple continues relying heavily on services revenue. In the quarter ending on June 27, services represented 28.1 percent of Apple’s revenue compared to 71.9 percent from hardware. Apple’s services business also had a disproportionately lower cost of sales compared to its hardware business (13.7 percent for services versus 86.3 percent for hardware), adding to its appeal.

After years of spending massive amounts of money on content for its streaming service, Apple may be keen on bringing Apple TV closer to profitability. Although Apple originally framed the streaming service as a pathway to other Apple offerings, it would be reasonable for Apple to want more from the service now.

In 2025, The Information reported that Apple TV was Apple’s only service offering that wasn’t profitable, and, per an anonymous employee, it wasn’t expected to be so for at least its first 10 years. Notably, Apple has never disclosed profitability figures for its streaming service, but The Information report, citing two anonymous sources, claimed at the time that Apple TV was “losing more than $1 billion annually.”

Without ads, small price hikes could be the simplest way for Apple TV to drive revenue. However, this also risks harming another obvious avenue: getting more subscribers.