Taking a bit out of Apple’s streaming platform is going to cost a little more now.
The tech giant raised its monthly price of Apple TV to $14.99 per month and $119 per year on Friday – up from 12.99 and $99. Apple One, the company’s bundled service package that includes Apple TV, increased to $21.95 from $19.95.
It’s the company’s fourth streaming service price hike since launching in 2019 for $4.99. It went up to $6.99 in 2022, $9.99 in 2023, and $12.99 in 2025, according to MacRumors.com.
Social media users were not happy with the decision.
“If the price goes any higher than this I will have to give it a re-think,” user VeryClearlyDefined wrote in response to a Reddit post about the price changes. “Apple is not a streaming company, they can afford to keep the price of their service reasonable.”
open image in galleryApple isn’t the only company raising subscription costs. In 2026 alone, Peacock, YouTube Premium, Netflix and Amazon Prime Video have increased their monthly fees on at least one of their streaming tiers, according to digital news site Nerdist.
Not only do the services cost consumers more, but the average American isn’t using around half of the streaming services they pay for, an August study from financial services firm Self Financial found.
The company’s new subscription prices come during a year in which Apple has raised prices on several types of hardware.
iPads, Macs and home devices went up 18 percent to 33 percent in June, reported tech site CNET. Apple’s Chromebook competitor, the MacBook Neo, saw a $100 price increase from $599 to $699 in June.
While the company did not offer an explanation about its Apple TV rate increases, CEO Tim Cook said the hardware hikes have to do with a global memory shortage known as “chipflation.”
“On the pricing front, we reluctantly raised prices, I would say,” he said during an Apple earnings call in June. “We did it because we’re in what I would characterize as a 100-year flood on the memory pricing, with exponential increases in memory prices.”
open image in galleryMemory chips are an essential part of AI data centers. Manufacturers have recognized this and dealt consumers a double blow.
They’ve raised memory prices and have prioritized AI data centers over retail stores and consumers, said Asif Alam, an electrical engineer and president of Florida International University’s Engineering Research Society.
“The companies that make chips earn far more money selling to AI data centers than to the firms that build your television, so they have shifted their factories to serve AI first,” Alam told The Independent in an email.