In the United States, Apple has increased prices for its video streaming service Apple TV and Apple One, which bundles multiple services. Monthly pricing for Apple TV will increase from $12.99 to $14.99, and Apple One individual plans will increase by $2 from $19.95 to $21.95.
This time, Apple TV’s price has increased not only in the United States but also in Brazil, Chile, and Mexico. In Japan, prices were just raised in July, so they are not currently included in this revision. However, Apple’s service fees may be revised at different times depending on the country or region, so future trends are a matter of concern.
Apple TV and Apple One price hike in the US
The revised rates in the United States are as follows:
| Service/Plan | old rate | new fee |
|---|---|---|
| Apple TV (monthly) | $12.99 | $14.99 |
| Apple TV (annual) | $99 | $119 |
| Apple One Individual (Monthly) | $19.95 | $21.95 |
The new rates will be effective immediately for new subscribers and existing subscribers will be notified approximately one month before being billed at the new rate. With Apple One, the Family Plan and Premier Plan remain unchanged, and only the Individual Plan, whose price did not change when Apple Music price increased last month, is now eligible.
The price has reached about three times the initial price
Apple TV’s monthly fee was $4.99 when the service first launched in 2019. After that, the price will be raised in stages, and this is the fourth increase. The current price of $14.99 is about three times higher than when it started.
Most recently, in August 2025, the monthly fee was increased from $9.99 to $12.99. At this time, annual plans and Apple One remained unchanged, but this time, annual plans and Apple One personal plans are also subject to price increases.
In addition, you can reduce the burden on Apple TV by choosing an annual plan. Converting $119 to a monthly fee is approximately $9.9. If you pay $14.99 per month for 12 months, it will cost $179.88 per year, which means you can save about $61 per year with the annual plan.
Monthly fees are lower than competing services
Although prices continue to rise, Apple TV is still lower than some competing services when comparing monthly fees alone. Netflix’s ad-free Standard plan for the U.S. has been increasing in price from $7.99 in 2013 to $19.99 now.
In April of this year, YouTube Premium’s individual plan also increased in price from $13.99 to $15.99. At $14.99, Apple TV undercuts both services at its current price. On the other hand, the price increase rate for Apple TV this time is approximately 15.4%, and the price increase itself is not particularly small.
Over the past year, Apple TV has added exclusive U.S. distribution of F1 and distribution of all MLS games, which previously had to be charged separately, at no additional charge. Considering that the amount of available content has increased, it seems necessary to evaluate the price and service content together.
Prices in Japan and the possibility of another price increase
In Japan, all subscription fees were revised in July of this year. Apple TV has already been raised from 900 yen to 1,200 yen per month, and the Apple One personal plan has already been raised from 1,200 yen to 1,350 yen.
If you simply convert the current US fee of $14.99 to the current rate of around 160 yen to the dollar, the monthly fee will be approximately 2,400 yen. Japan’s 1,200 yen is about half that amount, and a simple yen conversion means that the price difference between Japan and the US has widened even more.
However, prices in each country are not determined solely by exchange rates. Tax systems, prices, purchasing power, and the fees of competing services all have an impact, so it cannot be concluded that another price increase in Japan is imminent based on this price difference alone. In Japan, the price was only revised in July, and there is currently no official announcement of the next price increase.
Background to continued price increases
The reason behind the rise in subscription fees is the increase in costs for operating the service, such as video production costs, sports distribution rights fees, and music licensing costs. Apple TV has also expanded its live sports offerings, including F1 and MLS, and has transformed into a service that offers a wider range of content than before.
On the other hand, the soaring prices of memory and SSDs due to demand for AI data centers, which is cited as the reason for Apple’s increase in product prices, is mainly a hardware-related issue. It is necessary to consider this separately from the price revisions for Apple TV and Apple One.
At Apple, the price of the new Mac mini has increased compared to the previous model, and it has been reported that the price of the next iPhone may also increase. However, hardware and subscriptions have different price increases. As monthly fees can no longer be ignored as fixed household expenses, it seems important to periodically review the services you subscribe to to see if they are commensurate with your frequency of use.
Photo:Apple
Source: iPhone Mania
