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Apple raises Apple TV and Apple One prices by up to 20%
The increase lifts Apple TV’s monthly price to just under $15 and Apple One to nearly $22, signaling pricing power as services drive growth.
Apple raised the prices of its Apple TV subscription and its Apple One bundle by up to 20%, a move that highlights how its services strategy is increasingly central to the company’s outlook, according to MarketBeat Ratings.
The monthly cost of Apple TV climbs to just under $15, the annual plan rises to $119, and the Apple One bundle edges up to nearly $22 a month. The report frames the move as a test of Apple’s pricing power with its large installed base and paid subscriptions.
MarketBeat Ratings points to Apple’s scale, citing more than 1.5 billion paid subscriptions and an installed base topping 2.5 billion active devices. It also notes that bundling services via Apple One can encourage customers to sign up for more and make it harder to leave.
The report ties the pricing action to Apple’s services momentum, saying services revenue reached a record nearly $31 billion in the most recent quarter, up 12% year over year despite currency headwinds. It adds that services are far more profitable than hardware, making growth there especially important for profitability.