Apple hikes subscription prices for Apple TV and Apple One in the U.S.

Tanya Reynolds, Jason Sudeikis and Brendan Hunt in "Ted Lasso," now streaming on Apple TV.

Courtesy: Apple TV

Apple on Friday increased the monthly price of Apple TV, its streaming service, to $14.99, or $119 per year. It was previously $12.99 per month, or $99 per year.

Apple TV is included in Apple One, a bundle subscription that also includes iCloud storage, Apple Music and other services. The individual price for Apple One increased to $21.95 from $19.95.

The price hike puts Apple TV's price closer to rival streaming services. When Apple TV first launched in 2019, as Apple TV+, it cost $4.99 per month, lower than nearly all of its rivals.

But Apple TV has added a significant amount of content since then, including "F1," a major summer blockbuster, and "Ted Lasso," a comedy series that returned for a fourth season earlier this month.

The adjustments come after Apple raised prices for Apple Music by $1 per month in July, citing licensing costs.

Apple reported $30.7 billion in services revenue, or 12% growth, in its third quarter, although the unit's gross margin was down over 1% sequentially, which the company blamed on a different mix of products and foreign exchange headwinds.

In Apple's announcement that Tim Cook would step down as CEO on Sept. 1, it mentioned that services had been a "major focus area" during his tenure.

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