Apple TV Hikes Subscription Prices Again Amidst Streaming Market Trend

Americans will have to dig a little deeper into their wallets if they want to continue watching shows like "Ted Lasso" on Apple TV. The tech behemoth is yet again inflating the price of its streaming subscription, echoing an industrywide trend of regular rate increases.

From Friday, August 28, the subscription cost for Apple TV will rise for both new and existing subscribers in the U.S. The latest monthly price is now $14.99, an increase of $2 from $12.99, while the yearly price has jumped to $119 from $99. Apple will notify its existing subscribers about a month before the new pricing takes effect.

Over a span of four years, Apple TV, previously Apple TV+, has marked its fourth price hike. The monthly fee has tripled since its original launch price of $4.99 per month in 2019 when Apple was still in the phase of growing its customer base with less content on offer.

Simultaneously with the Apple TV price surge, Apple is also lifting the costs of an individual tier of Apple One - an economical bundle service including Apple TV, Apple Music, iCloud+(with 50GB storage), and Apple Arcade - from $19.95 to $21.95 per month.

These price jumps are not unique to Apple. All major video-entertainment streaming platforms, including Netflix, HBO Max, Disney+, Hulu, Paramount+, and YouTube Premium, have undergone similar increases in the past two years. NBCUniversal’s Peacock and ESPN also hiked their streaming prices recently. To date, Apple TV is the sole largest streaming service that doesn't offer an advertisement-supported plan.

Apple TV has expanded its library significantly from when it initially launched. Currently, it boasts over 300 original TV shows and movies, a notable leap from the meager offerings it started with. Popular titles on board include "Ted Lasso," "The Studio," "Shrinking," and newcomer series "Widow’s Bay" that scored many Emmy nominations this year. Apple TV original dramas include "Severance," "Pluribus," and the acclaimed "The Morning Show."

Original films available on the platform feature Oscar-winners "CODA" and the Brad Pitt-led "F1: The Movie," which is acknowledged as the highest-grossing sports movie in worldwide box office history. Live sports viewing including Formula 1 races, Major League Baseball, and Major League Soccer are also a part of its offerings.