Apple TV raises prices without offering an ad tier, testing how much viewers will pay
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Apple TV, the streaming service known for series such as “Ted Lasso” and “Severance,” is raising its prices, effective immediately.
A monthly subscription will 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.
For the second time in a little over a year, Netflix is raising the prices on all three of its subscription plans.
Apple TV is the latest streamer to increase prices. The industry has sought to bolster bottom lines against the rising cost of programming.
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 rise from $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+ has been critically acclaimed with shows like “Severance” and “The Studio,” but it remains small compared to many streaming rivals.
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 One races in the U.S, and offers Major League Baseball and Major League Soccer games.
