Apple TV, the streaming service known for series like “Ted Lasso” and “Severance,” is raising its prices, effective immediately.
A monthly subscription will now cost $14.99, up $2. The annual plan climbs by $20 to $119.99. This marks the tech giant’s fourth price bump in the last four years.
Other Apple bundle plans are seeing price increases as well. Apple One’s individual plan, which includes access to Apple Music, Apple Arcade, cloud storage and other features, is going up $2 to $21.95 per month.
The Cupertino-based tech giant does not offer an ad-tier, unlike some of its competitors that use ad-supported subscriptions as a lower-cost option for consumers.
Apple TV is the latest streamer to increase prices. Earlier this month, Peacock bumped its pricing, ahead of the new NBA and NFL season. The NBCUniversal-owned streaming service’s ad-tier will now cost $12.99 monthly, up from $10.99, while its most expansive plan will be $19.99 per month, up $3.
ESPN is also raising its streaming prices in September. The Disney-owned sports giant’s unlimited plan will risefrom $29.99 to $31.99 a month. The annual cost is also rising — from $299.99 to $319.99.
Amazon Prime Video, Netflix and YouTube Premium also hiked prices earlier this year.
Apple TV+ launched in 2019 at $4.99 a month and was a low-cost perk for Apple users. The tech company still offers a free three-month trial to customers who purchase a new Apple device.
Over the last several years, Apple TV has sought to distinguish itself from competitors by offering premium, original series. It’s home to over 300 original movies and TV shows, including “Ted Lasso,” which returned for its fourth season earlier this month. Many of its shows have also attracted award show attention. Last year, Seth Rogen’s “The Studio” took home 13 Emmys. This year, the streamer’s shows “Widow’s Bay” and “Pluribus” are up for 19 and 18 awards, respectively.
Apple TV also recently secured the rights to Formula 1 races in the U.S, and offers Major League Baseball and Major League Soccer games.
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