Apple TV+ is getting more expensive again. Apple has raised the monthly price of its streaming service from $12.99 to $14.99 for both new and existing subscribers, according to reports from Deadline and Variety.
The annual Apple TV+ plan is also going up, moving from $99 to $119. Apple One’s individual bundle, which includes Apple TV+ alongside other Apple subscription services, is increasing from $19.95 per month to $21.95.
The change is reportedly effective immediately for new subscribers. Existing customers will be notified before the higher rate appears on their next bill.
Apple TV+ price increase marks another streaming subscription jump
This latest Apple TV+ price increase continues a pattern that has become familiar across the streaming business: lower introductory pricing, followed by steady hikes as platforms spend heavily on original shows, sports rights, films, and bundled services.
Apple TV+ launched as one of the cheaper major streaming services, but its price has climbed several times in recent years. This newest increase is reportedly the fourth price hike in four years, pushing Apple’s service closer to rivals that offer larger libraries but often include ad-supported tiers, live programming, or broader back catalogs.
Unlike Netflix, Hulu, Disney+, and Max, Apple TV+ still leans heavily on a curated slate of originals rather than a massive licensed library. Its pitch has been quality over quantity, with series such as Severance, Ted Lasso, The Morning Show, Silo, and Slow Horses helping define the platform.
Why Apple TV+ keeps getting more expensive
Apple has not framed this latest hike in detail, but the likely reasoning is clear enough. Premium TV is expensive, and Apple has placed itself in the awards-friendly, prestige-streaming lane. Big-name casts, polished sci-fi, workplace thrillers, glossy dramas, and global launches do not come cheap.
The company also appears to be nudging some users toward Apple One, its broader subscription bundle. That package includes Apple TV+ and other Apple services, which may feel more attractive to customers already using iCloud, Apple Music, Apple Arcade, or Apple Fitness+.
Still, price fatigue is real. Streaming households are now more likely to rotate services month to month, cancel after finishing a favorite show, or wait for a full season to drop before subscribing. Apple TV+ may have loyal fans, but each increase makes the decision to keep it year-round a little harder.
Is Apple TV+ still worth it after the latest price hike?
That depends on how often you watch Apple’s originals. If you are keeping up with Severance, Silo, For All Mankind, Slow Horses, or Apple’s original films, the service still has a strong premium identity. If you only open the app for one or two shows a year, the annual plan may be less appealing than subscribing when a must-watch series returns.
The lack of a large comfort-TV library may also be a sticking point for some viewers. Apple TV+ is rarely the service people browse for hours in the way they might use Netflix or Hulu. Instead, it is more of a destination for specific originals.
That strategy has worked creatively, but the business question is whether viewers will keep paying higher prices for a smaller, more selective catalog.
Where to watch Apple TV+ and Severance in the US, UK, and EU
Apple TV+ is available in the US, the UK, and many EU countries through the Apple TV app, supported smart TVs, streaming devices, game consoles, iPhone, iPad, Mac, and web browsers.
Show: Severance. Where to watch: Apple TV+. When to watch: available to stream now on Apple TV+ in supported regions, including the US, UK, and many EU markets.
Tags: #AppleTVPlus #StreamingNews #Severance #AppleTVPriceHike #StreamingSubscriptions
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