5Upper IntermediateBusinessBusiness

Apple Raises Streaming Prices as Industry Costs Keep Climbing

Apple has increased the price of its TV streaming service to $14.99 per month and raised its Apple One bundle cost. This marks the fourth price hike since 2019 and reflects a wider trend across the streaming industry that affects millions of subscribers.

2 min readLevel 5August 30, 2026

By Flalingo Editorial Team

Vocabulary

Study these words before reading the article. Click the audio button to hear pronunciation.

hike

/haɪk/

noun

A sudden or large increase in prices or costs

“The price hike surprised many loyal customers of the streaming service.”

bundle

/ˈbʌndl/

noun

A group of products or services sold together as one package, usually at a lower total price

“Many companies offer a bundle to encourage customers to buy more services.”

implementing

/ˈɪmplɪmentɪŋ/

verb

Putting a plan, decision, or policy into action

“The company is implementing new pricing strategies to increase its revenue.”

justified

/ˈdʒʌstɪfaɪd/

adjective

Having a good or fair reason for something; reasonable

“Some customers believe the higher prices are not justified by the content offered.”

significantly

/sɪɡˈnɪfɪkəntli/

adverb

In a way that is large or important enough to be noticed or have an effect

“The company's content library has grown significantly over the past two years.”

subscription

/səbˈskrɪpʃən/

noun

A regular payment you make to receive a service or product over time

“She decided to cancel her subscription after the latest price increase.”

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Article

Click on any underlined word to see its definition. Highlighted words are from the vocabulary section.

Apple has raised the monthly cost of its streaming service once again. The price of Apple TV went from $12.99 to $14.99 per month. The annual plan also increased from $99 to $119. This is the fourth price hike since the service launched in 2019. At that time, a monthly subscription cost just $4.99.

The Apple One Individual bundle was also affected by this change. Its price rose from $19.95 to $21.95 per month. Apple One combines several services, including Apple Music, Apple Arcade, and cloud storage. However, the Family and Premier plans were not increased this time. Those plans had already received a $2 hike in July.

Apple is not the only company implementing higher streaming prices. Netflix raised its rates in March, and Prime Video followed in April. Peacock and ESPN have also announced similar increases this year. Analysts say this is an industry-wide trend driven by rising content costs. Companies are investing heavily in original shows and live sports rights.

Despite the higher cost, Apple has been expanding its content library significantly. The service now includes Formula 1 racing and Major League Soccer. Popular shows like Ted Lasso and Severance continue to attract loyal viewers. If customers subscribed to each Apple service separately, the bundle would still offer savings. Yet, many subscribers are questioning whether the rising cost is justified.

Comprehension Quiz

Test your understanding of the article with these multiple-choice questions.

1
What is the new monthly price of Apple TV after the latest increase?
2
How many times has Apple raised the price of its streaming service since 2019?
3
Which Apple One plans were NOT affected by the latest price increase?
4
What is one reason streaming companies are raising their prices, according to the article?
5
What live sports content does Apple TV now include?

Discussion

Answer these comprehension questions about the article.

1
How much did the monthly price of Apple TV increase, and what is the new cost?
2
Why were the Apple One Family and Premier plans not affected by this latest price change?
3
What other streaming companies have raised their prices in 2026?
4
How has Apple tried to justify the higher prices through its content offerings?
5
What was the original monthly cost of Apple TV when it launched in 2019?

Further Discussion

Share your opinions on these open-ended questions.

1
If you were a senior manager at Apple, how would you communicate a price increase to customers without losing their trust?
2
Do you think streaming services offer good value for money compared to traditional cable television? Why or why not?
3
How would you assess the risk of losing subscribers when raising subscription prices repeatedly?
4
If you had to choose only two streaming services to keep, which would they be and what factors would influence your decision?
5
In your opinion, is the strategy of bundling multiple services together an effective way to retain customers in a competitive market?

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Vocabulary

hike

bundle

implementing

justified

significantly

subscription

Article

Comprehension Quiz

Discussion

Further Discussion

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MLB's Grand Teton Gambit: When Brand Strategy Meets Conservation Policy

Thames Water Crisis Reignites the Nationalisation Debate

TikTok's Landmark Alabama Settlement Signals Regulatory Reckoning for Social Media

McDonald's Sell-Off Hits 30% as Big Mac Inflation Triggers Consumer Pushback