Apple Ups Streaming Costs: TV+ Hits $14.99, Apple One Individual Also Rises

Apple is once again hiking prices for its popular Apple TV+ streaming service and the individual tier of its bundled offering, Apple One, effective immediately for new subscribers. This marks the fourth price increase for Apple TV+ in just four years, pushing its monthly cost in the U.S. from $12.99 to $14.99, while the annual plan jumps from $99 to $119. The individual Apple One bundle, which includes several Apple services, also sees a $2 increase, moving from $19.95 to $21.95 per month. This latest move comes amidst a wider trend of price increases across the streaming industry, with major players like Netflix, YouTube Premium, Peacock, and Amazon Prime Video also raising their rates in 2026. While Apple TV+ originally launched at a competitive $4.99 per month in 2019, its cost has now tripled as the company expands its original content library, adding live sports like Formula 1 and Major League Soccer without additional fees. This strategy aims to boost Apple's lucrative 'Services Revenue' segment, which consistently reports record growth and higher profit margins compared to its hardware business, despite Apple TV+ itself reportedly operating at a loss. Existing Apple TV+ and Apple One subscribers in the U.S. will be notified about a month before these new rates apply to their billing cycles, giving them time to decide whether to continue or potentially switch to an annual plan for savings. Notably, Apple TV+ prices in India remain unchanged at ₹99 per month, a significant contrast to its escalating costs in other regions. The continued price hikes across the industry could test consumer loyalty, leading more users to 'churn' by canceling or rotating subscriptions to manage their overall entertainment budget.