Apple has notified users in the U.S., Brazil, Mexico, and Chile that the monthly fee for an independent Apple TV subscription has been raised from $12.99 to $14.99, and the annual fee from $99 to $119; the Apple One individual plan has increased from $19.95 per month to $21.95. The family and premier plans remain unchanged, having already been raised in July alongside Apple Music.

The new prices will take effect immediately for new subscriptions starting August 28, with existing users receiving an email about the changes approximately one month before their next billing. The monthly fee in the U.S. has increased by about 15% from the previous $12.99, and the annual fee has risen by about 20%. When the service launched in 2019 under the name Apple TV+, the monthly fee was $4.99, which has since increased through $6.99 in 2022, $9.99 in 2023, and $12.99 in 2025, marking this as the fourth increase, bringing the monthly fee to three times the initial price.

The company has not disclosed the number of streaming subscribers. In July, management stated that Apple TV viewership reached a record high last quarter, with service revenue of $30.7 billion, a year-on-year increase of 12%. The content library has expanded over the past year, including exclusive broadcasts of Formula 1 in the U.S. Other services like Netflix and Peacock have also raised prices during the same period. The annual fee of $119 remains lower than the total of twelve months at full price when averaged out.

The Apple One individual plan includes TV, music, cloud storage, and arcade, with the price increasing by $2 alongside the standalone TV plan; the family and premier plans were adjusted earlier during the music price increase to stagger the changes. The three Latin American countries adjusted their prices on the same day as the U.S., while other countries are not included in this round of changes. Some official pages in certain markets may briefly display the old prices.

Streaming pricing has shifted from customer acquisition subsidies to benchmark pricing against competitors. With the hardware release season approaching, the service price increases coincide with the new product cycle. Subscriptions are framed as a growth area for the services department, but the granularity of disclosure remains lower than for hardware.

From a market mechanism perspective, buyers are families and individual subscribers already within the Apple account system, while sellers are platforms that amortize content costs and sports rights through subscriptions. The event was triggered by official confirmation of the price adjustment. Funds from monthly billing contribute to service profit margins, while cancellations redirect to competitors or piracy. The beneficiaries are the average revenue of the services business, while those sensitive to price and retaining only for a few shows are under pressure.

Source: Public Information