Apple TV and Apple One subscription prices rise, the fourth increase in four years
Per TechCrunch reporting dated August 28, 2026, the Apple TV monthly subscription rose from $12.99 to $14.99 and the annual subscription from $99 to $119. Apple One, the bundle carrying services such as iCloud+, TV, Music and Arcade, went from $19.95 to $21.95.
Apple TV and Apple One prices went up
Per TechCrunch reporting dated August 28, 2026, Apple raised Apple TV subscription prices again.
The monthly subscription went from $12.99 to $14.99. The annual subscription rose from $99 to $119.
Apple One, the bundle carrying services such as iCloud+, TV, Music and Arcade, went from $19.95 to $21.95.
The report notes this is the fourth increase in four years. The prices given are for the US; the source carries no information about prices in Türkiye.
The increase is not unique to Apple
TechCrunch notes Apple is not alone in raising subscription prices: Netflix raised prices in March and Peacock announced an increase in the same month as Apple.
The report also touches on price pressure in hardware. Technology companies are raising hardware prices too, driven by memory and component shortages tied to demand for hardware to build AI data centers.
The piece adds that consumer dismay is unlikely to last long, pointing to Apple announcing its new iPhone lineup on September 9.
The source gives no detailed timeline for when the new prices take effect in which countries.
In the subscription economy price is no longer a quiet variable
The assessment in this section is ours. The appeal of the subscription model was predictable revenue. Frequently repeated increases break that predictability on the customer's side.
A fourth increase in four years becomes a pattern for the user. The first increase draws a reaction about price; by the fourth the reaction is about trust.
The second point is bundling. The function of a bundle like Apple One is as much about absorbing an increase into a single line as it is about making individual cancellations harder. When the bundle price rises, the user re examines what they are paying for.
The third point is the cost chain. The report's reference to hardware shortages shows demand flowing into AI infrastructure starting to reach consumer prices indirectly.
The fourth is timing. An increase announced just before a product launch lands in a window where attention moves elsewhere. That can be a deliberate communication choice.
What it means for businesses in Türkiye
The assessment below does not appear in the source, it is our reading. The prices in the report are for the US and carry nothing about Türkiye.
There are still lessons for businesses in Türkiye running subscription or bundle models. Under currency and cost pressure, price updates come up far more often here.
The first lesson is communication. How far in advance and with what reasoning an increase is told to the customer matters more than the increase itself. A quiet increase accelerates the decision to cancel.
The second lesson is tiering. In a single price service an increase leaves the customer with a stay or leave choice. Offering a smaller package can turn a customer who would cancel into a lower revenue customer.
The third lesson is annual plans. A monthly payer decides again every month. Encouraging a move to annual plans is one of the simplest tools for reducing loss during price changes.
The fourth lesson is timing and honesty. The advertising rules that took effect in Türkiye on August 1, 2026 tightened clarity in discount and price communication. Price and discount messaging matching the real price history is now a compliance matter, not only an ethical one.
The UNALSOFT take
In the work where we build an ecommerce panel we treat a price change as a flow rather than a screen. When a price changes, when the customer is told, how long the old price is honoured and what a cancelling customer is offered all have to be defined in advance. The most expensive mistake we see in the field is making the increase in the system but not in the communication: when a user learns about it from a statement, what is lost is not a few lira but the relationship. Second, data: if you cannot see which package produces how many cancellations, you cannot see the cost of the increase either. Third, regulation: price and discount communication is now watched more closely in Türkiye, which is why we treat keeping a record of the old price in the panel as a requirement rather than a technical preference.
How is a price increase told in your subscription model?
Let us build the price change flow, the tiers and the cancellation path together.