Apple TV has raised its price in the US only a year since the last time it did — are we next in the UK

US prices have risen by $2 a month from $12.99 to $14.99. The annual charge is now $119.99 up from $109.99.

How much have Apple TV raised their price in recent years

There’s some useful analysis in this PC Magazine article. In essence, in a mere two years, the streamer has increased its monthly charge by a staggering 50%. At launch in 2019 (with few shows) it was a mere $4.99.

While they have a deserved reputation for some high quality and successful shows (Plur1bus, Severance, Silo, Slow Horses, Ted Lasso being oft quoted, we also rate For All Mankind, Foundation, Star City) at some point this is not enough.

Is there enough content provided

There’s an aspect of human nature to consider. Imagine you watch four shows a day. In a 30-day month, you watch 120 episode of various things. Many of the bigger players (ie Disney+, Netflix, Prime Video) have far larger portfolios. We strongly suspect nobody watches more than a fraction of the new titles in any month. Is there a benefit to the individual (the audience as a whole yes, as titles will appeal to different individuals) if they have 2, 20 or 200 unwatched new titles? Psychologically Apple TV’s portfolio grows slowly.

But it’s changing

We note a recognition of the need to have other people’s content on licence. Only recently, Apple TV announced it would be showing Small Prophets. Starting October 17, it’s a show the BBC has had success with and not interest to UK customers. The idea is important though.

Apple TV has also added some F1 content and MLS, bundling its separate MLS subscription into the core. All streamers are moving in sports coverage.

Will UK prices rise

Inevitably at some point yes. We may have no interest in BBC content we can see on iPlayer, and we suspect MLS is not a big draw, but prices tend not to fall. Looking at last years Broadband News article, 2025 brought a UK rise of £1 per month with annual price staying unchanged. Far lower than the $3 the US saw. On that analogy, the latest $2 rise would be (we estimate) £1 per month. It launched at the standard £4.99 in the Uk in 2019, so a doubling in six years.

What’s the alternative

There are some bundled deals on Apple TV available, mostly only for periods of a few months associated with a purchase. In the end, consumers need to vote with their wallets. Unless and until we get an ad-support tier from Apple, the answer might just be not to renew. We are fortunate (as we’ve often covered) in having a lot of content online for free (iPlayer) or free with ads (ITVX, My4, Channel 5, UKT’s U). It may not always be current, but have you really watched all the crime shows on these services? All the good sci-fi shows on ITVX?

We certainly suspect more people will be looking harder at cutting back or short term renewals and cancellations to hop around various offerings. As to UK price rises, we’ll keep you posted.