Apple Raises Streaming Prices, Impacting Ted Lasso and Silo Subscriptions

As streaming platforms continue to hike their prices, Apple TV has once again raised its subscription fees for U.S. users. This increase took effect with little notice, as prices jumped overnight. Currently, the service is rolling out new episodes of popular shows like the sports-comedy Ted Lasso and the sci-fi thriller Silo.

The new monthly subscription cost for both existing and new customers is now $14.99, a $2 increase from the previous $12.99, which translates to about a 15.4% rise. The annual subscription has also seen a bump, going from $99 to $119, marking a roughly 20% increase. This is the fourth price hike in four years, effectively tripling the cost since the service’s launch. Apple TV (formerly known as Apple TV Plus) debuted in 2019 at just $4.99 a month. This strategy reflects a common trend in the streaming industry: attract viewers with engaging content and then steadily increase prices.

In addition to the Apple TV price hike, the company is also raising the cost of Apple One, a bundled service that includes Apple TV, Apple Music, iCloud Plus, Apple Arcade, Apple News Plus, and Apple Fitness Plus. The monthly fee for this bundle will rise from $19.95 to $21.95.

Almost every streaming service has implemented price increases in recent years, including Netflix, HBO Max, Disney Plus, Hulu, and Paramount Plus. Just this week, YouTube Premium announced a 17% price increase for users in Europe and Asia. Since 2021, subscription prices have been on the rise across the board; for example, Hulu maintained its launch price of $11.99 for six years before introducing four price hikes over the next five years.

Despite the price increases, Apple TV has been delivering a strong lineup of content lately. The service recently garnered 89 Emmy nominations, thanks to standout series like Pluribus and Widow’s Bay. The previous year, The Studio won Outstanding Comedy Series at the Emmys, while Severance and Slow Horses also took home several awards. However, with the current trajectory of streaming costs, it’s reasonable to wonder if there’s a tipping point ahead. Consumers might start longing for the simplicity of cable, and that’s saying something.