Apple is raising the subscription price for its Apple TV+ streaming service to $14.99 per month, effective from August 2026. This marks the fourth price increase since the service’s launch in November 2019, when it debuted at $4.99 per month. Over nearly seven years, the monthly cost has more than tripled, with previous increases to $6.99 in October 2022 and $9.99 in October 2023.
As other digital video competitors have transitioned to profitability, Apple’s pricing strategy may jeopardize its growth potential. The company is competing in a saturated streaming market where premium services like Netflix and Disney+ have established sizeable content libraries. The average combined cost of the seven most popular streaming services has surged from $69.93 in the summer of 2020 to $125.43 today, raising concerns about the affordability of services like Apple TV+.
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