Apple hit its streaming subscribers with another price hike on Friday, raising the cost of Apple TV and the Apple One bundle in the U.S. for the fourth time in four years — even as rivals Netflix and Peacock have already squeezed their own customers this year.

Starting immediately, new sign-ups pay $14.99 a month for Apple TV, up from $12.99, while the annual plan jumps to $119 from $99, according to Apple's own confirmation to 9to5Mac and a separate report from TechCrunch. The Apple One Individual bundle, which folds in iCloud+, Music and Arcade alongside TV, climbs to $21.95 from $19.95. Existing subscribers won't be charged the new rate immediately — Apple says it will email them roughly a month before their next billing cycle hits the higher price.

The Numbers Behind the Squeeze

The increases, first confirmed to run in the U.S., Brazil, Chile and Mexico, work out to roughly a 15% jump on the monthly Apple TV plan alone. It's a familiar pattern: the service launched at $4.99 a month back in 2019 and has now roughly tripled in price through hikes in 2022, 2023, 2025 and again this week, per MacRumors' tally of the service's pricing history. Apple One's pricier Family and Premier tiers were left untouched this round — they already got bumped in July alongside an Apple Music adjustment — leaving the Individual plan to absorb this week's increase instead.

Apple TV's monthly fee has now roughly tripled since its 2019 launch, climbing through four separate hikes in four years.

Apple has leaned harder into original programming and live sports to justify the climbing price tag, expanding into exclusive U.S. Formula 1 broadcasts last October and adding Major League Soccer streaming at no extra charge earlier this year, on top of hits like "Ted Lasso" and "Dark Matter." None of that, however, came with an official public statement from Apple explaining Friday's specific increase — the company has so far only confirmed the new pricing to reporters rather than issuing a formal press release.

The move lands Apple squarely in the same boat as its streaming rivals. Netflix raised prices in March, and Peacock announced its own increase earlier this month, part of an industry-wide pattern of subscription creep that outside coverage has tied to broader cost pressures across consumer tech, including component and memory shortages tied to surging AI data-center demand.

For Apple specifically, services revenue — which includes App Store fees, iCloud, Apple Music and Apple TV — has become one of the company's fastest-growing and highest-margin businesses, making steady price increases an easy lever to pull even without blockbuster subscriber growth. Cord-cutters who bundle everything through Apple One will feel the pinch most, watching a service that cost under $15 a month a few years ago edge toward $22.

What's next: existing subscribers should watch for Apple's email notifications rolling out over the coming weeks ahead of their renewal dates, and the industry will be watching to see whether Disney+, Hulu or Max follow with increases of their own before the holiday content push. Apple is also expected to shift the spotlight back to hardware on September 9, when it's slated to unveil new iPhones — reportedly including its first foldable model — a launch that could easily overshadow this week's pricing news.