Apple TV+ Raises Its Price Again, And Still Sells No Ads
Apple has raised the price of Apple TV+ again, its latest adjustment as the global streaming market continues to recalibrate.
- US standalone monthly: $12.99 to $14.99
- US annual: $99 to $119
- Apple One Individual: $19.95 to $21.95 per month; Family and Premier tiers unchanged after earlier revisions
- Immediate for new subscribers; existing subscribers notified around 30 days before their next renewal
- Also rolled out across select Latin American markets including Brazil, Chile and Mexico
Apple TV+ From $4.99 To $14.99
Apple TV+ launched in 2019 at an aggressive $4.99 a month and has since built a catalogue of original series, feature films and live sport.
Tripling the price in seven years is less a series of increases than the completion of a strategy. The opening price was never the business; it was the cost of getting a library watched at all, and it was always going to be withdrawn once there was enough on the service to defend a real one.
The Ad Tier Everyone Else Built
Netflix, Disney+ and Prime Video have all introduced hybrid ad-supported tiers to keep subscriber numbers moving. Apple continues to run a purely ad-free service and adjusts the subscription instead.
For advertisers that absence is the interesting part. Premium video inventory in streaming has expanded fast, and Apple sitting out means one large, affluent, well-measured audience stays entirely unreachable through this route. Whether that holds is a question the next increase will start to answer.
What A Price Rise Signals About The Base
The change takes effect immediately for new subscribers, with existing ones given roughly a month’s notice.
Raising price rather than adding a cheaper tier is a statement about who a service thinks it has. An ad tier chases the price-sensitive customer at the bottom of the market. A rise assumes the existing subscriber will stay, and it is the more revealing of the two decisions, because it can be tested only once.
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