‘Ted Lasso’ and ‘Silo’ Get More Expensive as Apple Officially Hikes Streaming Prices
Apple TV+ (rebranded as Apple TV) has increased subscription prices for U.S. customers, marking the fourth price hike in four years. The monthly subscription rose from $12.99 to $14.99—a 15.4% increase—while the annual plan increased from $99 to $119, representing a 20% jump.
Since its 2019 launch at $4.99 per month, the streaming service has tripled its pricing over seven years. The timing coincides with Apple TV’s release of new episodes from Ted Lasso, a sports-comedy drama, and Silo, a sci-fi thriller, exemplifying the platform’s strategy of acquiring audiences through premium original content before implementing successive price increases.
The price change took effect immediately with minimal advance warning to subscribers, continuing the pattern established across the streaming industry. As streaming services face rising production costs and pressure to achieve profitability, regular price increases have become standard practice, with competitors including Netflix, Disney+, and others following similar monetization strategies. The approach reflects how streaming platforms leverage established user bases and exclusive content catalogs to justify progressive pricing escalation.