Apple TV is getting more costly in the US Apple is increasing the monthly cost of its streaming service from $12.99 to $14.99. The latest hike will take effect Friday, Aug. 28 for new subscribers, and marks the fourth price hike for the service in four years.
The $2 price increase per month also brings the cost of an annual subscription to Apple TV from $99 to $119. But existing subscribers won’t see the higher price immediately. Apple says it will notify them of the change about a month before the new rate begins on their accounts. The latest hike is a big change from the Apple TV’s launch price. When it launched in 2019, the service cost $4.99 a month. Now, the monthly subscription is three times what it was at launch, at $14.99 today.
Apple has gradually increased the price as it has added to the service beyond Apple Originals. These days, the service has no shortage of original shows and films, with hits like Severance, Ted Lasso, Slow Horses, and The Morning Show. Apple has also expanded its sports offerings, adding Formula 1, Major League Soccer and Friday Nite Baseball to the service.
Apple’s subscription bundles are also impacted by the price hike. In the US, the Apple One Individual plan has increased from $19.95 to $21.95 per month. Apple One Family and Premier plans are unaffected by the latest price hike, with changes already made in July.
The timing comes as Apple continues to invest heavily in original programming and live sports. The company also said it had strong momentum in its streaming service, although Apple does not publicly report subscriber numbers for Apple TV.
Also Read: Waymo Enters Germany for the First Time, Begins Autonomous Vehicle Testing in Munich
For viewers who have stuck with the service since its $4.99 debut, the latest price hike is a reminder of how much the cost of Apple TV has changed over seven years. The service continues to add high-profile shows, films and sports, but with the expanded offering, subscribers will have to decide if it’s worth another jump in the monthly bill.
