Apple has raised the price of its streaming service, Apple TV+, to $14.99 per month in the United States, effective immediately. The increase — the fourth in as many years — also lifts the annual plan from $99 to $119, according to multiple reports from The Verge, Variety, and The Hollywood Reporter. The company's bundled Apple One individual subscription, which includes Apple TV+, Apple Music, Arcade, and iCloud+, has also gone up from $19.95 to $21.95 per month.
Current subscribers will be notified before their next billing cycle, and the new pricing applies to new customers right away. The move comes amid what The Hollywood Reporter calls “streaming inflation,” as major platforms grapple with rising content costs and intensifying competition.
What’s Changing and Why It Matters
Apple TV+ launched in November 2019 at $4.99 per month, a deliberately low price designed to attract subscribers to its original programming. Since then, the service has undergone a series of increases:
- 2020: Still $4.99
- 2022: increased to $6.99
- 2023: increased to $9.99
- 2024: increased to $12.99
- 2025: now $14.99
This latest hike represents a 15% jump from the previous price. Industry analysts point to Apple’s growing investment in original content, including big-budget series like Severance, Ted Lasso, and films such as Killers of the Flower Moon, as a key driver. The service also carries live sports, including Major League Soccer and Friday Night Baseball, which require hefty licensing fees.
“The price change is effective immediately, and current subscribers will be notified of it before their next bill.” — Deadline, as cited by The Verge
Canada Feels the Pinch Too
The price increases are not limited to the United States. In Canada, Apple has raised the monthly cost of Apple TV+ from $12.99 CAD to $14.99 CAD, according to Ottawa CityNews. Apple Music’s individual plan in Canada also rose from $10.99 to $12.99 CAD, and the Apple One bundle saw a similar jump. Canadian subscribers saw the changes roll out in the same timeframe, though Apple has not yet issued a formal press release.
A Broader Streaming Price War
Apple’s move is part of a wider trend. Netflix, Disney+, and Max have all raised prices in recent years, and competitors are aggressively expanding. HBO Max is preparing to launch in the UK and Ireland ahead of March 2026, with pricing expected to be revealed soon. Meanwhile, Prime Day promotional deals — like the recently offered six months of Apple TV+ for $5.99 per month — highlight the tension between discount-driven customer acquisition and the need to raise revenue.
The promotional landscape may soften the blow for some subscribers who can stack deals. However, as Mashable noted, streaming services are increasingly relying on price hikes to offset churn and rising debt from content production.
What’s Next for Apple TV+?
Despite the price increase, Apple continues to expand its ecosystem. MacRumors reports that a next-generation Apple TV set-top box is expected to launch next year, likely with a faster processor, expanded storage, and possibly gaming-focused features. The hardware refresh could give Apple TV+ a better platform for its growing catalog of original films, sports, and upcoming titles.
Still, subscribers may wonder whether the service justifies its new price point. With a library that is smaller than Netflix or Max, Apple has leaned on quality over quantity. The company has won numerous Emmy and Oscar awards for its originals, and this year’s slate includes highly anticipated releases like The Morning Show season 4 and a new film from Martin Scorsese.
“Streaming inflation continues, and Apple is now among the leaders in raising prices.” — The Hollywood Reporter
How to Navigate the Price Hike
Users who want to keep Apple TV+ without paying more can take advantage of promotional offers. Apple frequently bundles Apple TV+ with other services — for example, buying a new iPhone often includes three months free. Some customers also split the cost via family sharing, which still costs $22.99 per month (unchanged), but note that Apple One’s family plan may also see increases in the future.
Given the immediate effect, experts recommend checking your billing settings and canceling if the price feels too steep. Alternatively, annual plans, although now $119, still offer a two-month equivalent discount compared to monthly billing.
As the streaming landscape continues to evolve, one thing is certain: the era of cheap streaming is over. For Apple, the $14.99 price point puts it on par with peers, but it also raises the bar for delivering exclusive, high-quality content that keeps subscribers coming back.
