Apple Hikes Apple TV Price Again Amid iPhone Pricing Boom

Apple's new CEO John Ternus faces his first major challenge as he tries to navigate price increases for Apple TV and iPhone. The company has raised the U.S. Apple TV subscription from $12.99 to $14.99 a month, and is expected to increase prices for its latest iPhone models by $200 to $500 compared to their predecessors.

The price hike is not new - Apple TV was previously increased in 2019 at $4.99 a month, then to $6.99 in 2022, $9.99 in 2023, and $12.99 in 2025. The annual plan for Apple TV has also been raised from $99 to $119.

Apple's peers, including Netflix, Walt Disney, and Spotify Technology, have also increased their prices in recent months. However, it remains to be seen whether customers will absorb the price increases or hold off on upgrading their iPhones.