Apple has announced a price increase for its Apple TV streaming service in the U.S., raising the monthly subscription fee from $12.99 to $14.99, with the annual subscription now costing $119 instead of $99. This service is bundled within Apple One, which also includes Apple Music, iCloud storage, and other offerings. The cost for the individual Apple One plan has also risen from $19.95 to $21.95 per month.

This price adjustment brings Apple TV closer in line with competitors, as the service originally launched in 2019 at a significantly lower rate of $4.99 per month. Over time, Apple TV has expanded its content library, adding popular programs such as “Ted Lasso,” which recently returned for a fourth season, and major titles like “F1.” These additions contribute to the premium value Apple aims to reflect in its updated pricing.

The price hike follows a similar increase Apple implemented for Apple Music subscriptions in July, where the company cited elevated licensing costs as a primary factor. Despite these increases, Apple’s services division reported a revenue growth of 12% to $30.7 billion in the third quarter, although gross margins experienced a slight decline due to product mix changes and currency fluctuations.

Apple's upcoming leadership transition, with Tim Cook stepping down as CEO on September 1, highlights services as a core strategic focus during his tenure. The price increase for Apple TV and Apple One underscores Apple’s prioritization of expanding its subscription offerings and monetizing enhanced content to sustain growth in its high-margin services segment.