Apple has officially declared that it is revising the prices of some of its subscription services, a move that will affect both new and existing subscribers in the U.S. and select international territories. The announcement confirms a hike for Apple TV Plus, Apple Arcade, Apple News Plus, and the Apple One bundle.

Here’s an overview of the modified prices:

  • Apple TV+: Increased from $6.99/month to $9.99/month. For annual subscribers, the rate is now $99/year, up from the previous $69/year.
  • Apple Arcade: Changed from $4.99/month to $6.99/month.
  • Apple News+: Upgraded from $9.99/month to $12.99/month.

Apple One Bundle Pricing Details

The Apple One subscription bundle, which consolidates multiple Apple services under one monthly payment, will also experience a price surge. The new rates are as follows:

  • Individual Tier: From $16.95/month to $19.95/month. This plan provides access to TV Plus, Music, and Arcade and comes with 50GB of iCloud Plus storage.
  • Family Tier: Revised from $22.95/month to $25.95/month. This option includes TV Plus, Music, and Arcade and gives a shared 200GB of iCloud Plus storage for up to five users.
  • Premier Tier: Elevated from $32.95/month to $37.95/month. It encompasses TV Plus, Music, Arcade, Fitness Plus, and News Plus. Moreover, subscribers will benefit from 2TB of iCloud Plus storage.

For existing Apple One subscribers, the altered prices will be effective 30 days from the announcement, during their subsequent renewal date.

Statements from Apple and Historical Context

Apple’s spokesperson, Bernadette Simpao, validated the modifications, stating that current subscribers would be affected by the new prices on their following renewal date, which is set 30 days post-announcement. She also highlighted that Apple is implementing the price changes in “select international markets.” Apple plans to send out emails to existing subscribers detailing the changes, a practice the company previously followed during price hikes for certain services in the past year.

Apple emphasized its commitment in a statement, noting that they are “focused on delivering the best experiences possible for our customers by consistently adding high-quality entertainment, content, and innovative features to our services.” This information was shared with multiple news outlets including MacRumors.

Historical Pricing Shifts and Market Trends

It’s notable that the Apple TV+ service underwent its initial price rise in October 2022, moving from $4.99/month to $6.99/month. Moreover, this marks the first time Apple Arcade and Apple News+ prices have surged since their launch in November 2019.

Apple previously adjusted the prices for some of its services around the same time last year. Interestingly, the current announcement does not encompass any changes to the costs of Apple Music, Fitness Plus, or the individual iCloud Plus subscriptions.

In addition, Apple isn’t the only business going down this road. Different streaming services like Netflix, Hulu, Disney Plus, Paramount Plus, Discovery Plus, and Max have likewise tweaked their subscription costs this year, highlighting a trend across the sector.

Significance for Apple’s Financials

With Apple scheduled to report its fourth-quarter earnings shortly, these pricing modifications are significant. Revenue accrued from subscription services, including iCloud and Apple TV Plus, has emerged as a crucial and expanding segment for the tech giant. Analysts predict that the recent hikes will positively influence these figures moving forward.

Impact on Apple’s User Base

A major worry for Apple is how these increased prices could affect its current and prospective customers. In such a packed market of streaming and subscriber services, buyers have a considerable multitude of options. Even a slight increment in the price can make users evaluate the value they are getting for their money.

Historically, Apple has enjoyed a loyal user base, which contributes a significant part of their loyalty to the ecosystem Apple has crafted over the years. The interconnectedness of Apple devices and services often means that once a user is invested in the Apple ecosystem, it’s challenging to switch to another service without losing some level of convenience or functionality.

However, with increasing competition, especially in the streaming sector, services like Disney Plus, Netflix, and Hulu are consistently upping their content game, making it crucial for Apple TV+ to continuously deliver high-quality exclusive content to justify the elevated price point.


Some customers may feel a bit down due to the increased subscription costs, yet Apple appears committed to strengthening its services and keeping a high-end experience for those who subscribe. As technology keeps changing and businesses battle for customer attention and faithfulness, it’s still unclear how these shifts will affect Apple’s total number of subscribers and its position in the market long-term.

Ryan is our go-to guy for all things tech and cars. He loves bringing people together and has a knack for telling engaging stories. His writing has made him popular and gained him a loyal fanbase. Ryan is great at paying attention to small details and telling stories in a way that's exciting and full of wonder. His writing continues to be a vital part of our tech site.

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