Apple Is Picking Low-Hanging Fruit With Another Apple TV Price Increase

Apple Is Picking Low-Hanging Fruit With Another Apple TV Price Increase

Despite another 15% increase, Apple TV continues to offer best-in-class value.

In what has become the norm in video streaming land, Apple announced another subscription price increase to Apple TV. Given several factors and industry developments, the move strikes me as low risk for Apple.

Last week, the following Apple TV price changes went into effect immediately:

In August 2025, Apple announced a substantial 30% increase to monthly Apple TV pricing ($9.99 -> $12.99). Annual subscription pricing remained steady at $99 with Apple One pricing also staying put. By increasing the pricing delta between monthly and annual subscriptions, Apple appeared to be nudging monthly Apple TV subscribers to switch to annual subscriptions and bundles. The motivation behind such a push would be to use price savings as a carrot to improve churn. Monthly Apple TV subscribers likely register higher churn rates than what is seen with annual Apple TV subscribers. Instead of being unique to Apple TV, such churn behavior is industry wide. After years of price increases, subscribers continue to embrace the idea of switching between services throughout the year.

Last week’s Apple TV subscription price hikes are different from last year’s increase in that

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