Apple Raises Apple TV and Apple One Subscription Prices in U.S.

AAPL raised the price of Apple TV, its streaming service, to $14.99 a month or $119 a year, up from $12.99 a month or $99 a year. The Apple One bundle, which packages Apple TV with iCloud storage, Apple Music and other services, moved to $21.95 a month from $19.95. The changes were announced on Friday, August 28, 2026, and apply to U.S. customers .

The increase continues a steady repricing of Apple's services stack. Apple TV launched in 2019 at $4.99 a month, cheaper than nearly every rival, and has since absorbed a much larger content slate including the film "F1" and the fourth season of "Ted Lasso". Apple also raised Apple Music by $1 a month in July, citing licensing costs . The new Apple TV price sits far closer to competing streaming tiers than the launch price did.

Services is the segment the pricing action is meant to defend. Apple reported $30.7 billion in services revenue in its fiscal third quarter, up 12% year over year, though the unit's gross margin slipped more than a percentage point sequentially on product mix and foreign exchange . A price increase lifts average revenue per user without adding content cost, which is the most direct lever available to hold that margin line.

The timing also sits against a leadership change: Apple has said Tim Cook steps down as chief executive on September 1, and its announcement described services as a major focus area of his tenure . What to watch from here is whether the higher prices show up as ARPU growth or as churn. The services gross margin trend and any commentary on subscriber counts at the next earnings call are the readouts that will settle it.

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