Apple TV subscribers in the United States now face higher costs, as Apple raised prices on its streaming service and its Apple One bundle. The monthly Apple TV subscription climbed by EUR 2, reaching EUR 13, effective today.
Annual plans saw a steeper adjustment, rising 20 percent from EUR 85 to EUR 102. Apple confirmed that existing subscribers will receive one month of notice before the new rates apply.
A Pattern of Rising Streaming Costs
The latest increase follows a series of hikes. In August 2025, monthly pricing moved from EUR 9 to EUR 11, with earlier bumps arriving in October 2023 and October 2022. When the service launched in 2019 under the name Apple TV+, it debuted at just EUR 4 per month.
Even after the change, Apple TV remains cheaper than several major competitors. Netflix offers ad-free plans starting at EUR 17 per month, while Disney+ ad-free tiers begin at EUR 16 per month. Apple TV also carries no commercials, though its content library is considerably smaller than many rival subscription services.
Apple One Bundle Also Adjusted
Apple raised the cost of a monthly individual Apple One subscription from EUR 17 to EUR 19 today. That bundle combines Apple TV with Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+. The increase aligns with recent changes, including a jump in Apple Music’s monthly price from EUR 9 to EUR 11 last month.
Last month, Apple also lifted pricing on Apple One’s Family plan, from EUR 22 to EUR 24, and its Premier plan, from EUR 33 to EUR 34.
Services Revenue Drives Strategy
The higher prices arrive as Apple leans more heavily on services revenue. In the quarter ending June 27, services accounted for 28.1 percent of total revenue, with hardware supplying the remaining 71.9 percent. Services also carried a far lower cost of sales, at 13.7 percent compared with 86.3 percent for hardware, boosting their appeal to the company.
After years of heavy spending on original content, Apple appears focused on moving Apple TV closer to profitability. The service was initially positioned as a gateway to other Apple products, but the company now appears to expect more from it directly.
In 2025, reports indicated that Apple TV was the company’s only service that had not turned a profit, and one account suggested it was not projected to do so within its first decade. Apple has never released profitability figures for the streaming service, though reporting at the time, citing anonymous sources, claimed it was losing more than EUR 1 billion annually. Because Apple TV runs without ads, incremental price increases remain one of the most direct ways to raise revenue, even as they risk slowing subscriber growth.
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Image: arstechnica.com
