Apple One and Apple TV subscription prices increase by up to 20 percent
Apple One and Apple TV subscription prices increase by up to 20 percent
Apple One 和 Apple TV 订阅价格最高上涨 20%
Apple increased the price for a monthly subscription to Apple TV by $2, to $15, today. Annual prices increased by 20 percent from $99 to $119. Current subscribers will receive one month’s notice before paying the new prices, Apple said, per Variety. 苹果公司今日宣布，Apple TV 的月度订阅价格上调 2 美元，涨至 15 美元。年度订阅价格则上涨了 20%，从 99 美元调整为 119 美元。据《综艺》(Variety) 报道，苹果表示，现有订阅用户在支付新价格前将提前一个月收到通知。
Apple’s most recent price hike was in August 2025, when monthly prices went from $10 to $13. Monthly prices also increased in October 2023 and October 2022. Apple TV (then called Apple TV+) started in 2019 for (a seemingly financially unsustainable) $5/month. 苹果上一次涨价是在 2025 年 8 月，当时月费从 10 美元涨至 13 美元。2023 年 10 月和 2022 年 10 月，其月费也曾有过上调。Apple TV（当时称为 Apple TV+）于 2019 年推出时，月费仅为（看起来在财务上不可持续的）5 美元。
Apple TV doesn’t have commercials and is still cheaper than many of its biggest rivals, like Netflix (ad-free plans start at $20/month) and Disney+ (ad-free plans start at $19/month). However, Apple TV has a much smaller library than many subscription-based streaming services. Apple TV 目前没有广告，且价格仍低于许多主要竞争对手，例如 Netflix（无广告套餐起价为每月 20 美元）和 Disney+（无广告套餐起价为每月 19 美元）。然而，与许多基于订阅的流媒体服务相比，Apple TV 的内容库规模要小得多。
Apple also increased the cost of a monthly individual subscription to Apple One—which bundles the Apple TV streaming service with Apple Arcade, Apple Fitness+, Apple Music, Apple News+, and iCloud+—from $20 to $22 today. The price bump tracks somewhat logically, considering new higher fees for Apple TV, as well as Apple Music, whose monthly price increased from $11 to $13 last month. Last month, Apple also increased the prices of Apple One’s Family (from $26 to $28) and Premier (from $38 to $40) plans. 苹果今日还将 Apple One 个人月度订阅价格从 20 美元上调至 22 美元。Apple One 捆绑了 Apple TV 流媒体服务以及 Apple Arcade、Apple Fitness+、Apple Music、Apple News+ 和 iCloud+。考虑到 Apple TV 的新涨价，以及上个月 Apple Music 月费从 11 美元涨至 13 美元，此次价格调整在逻辑上是合理的。上个月，苹果还上调了 Apple One 的家庭套餐（从 26 美元涨至 28 美元）和高级套餐（从 38 美元涨至 40 美元）的价格。
The higher prices come as Apple continues relying heavily on services revenue. In the quarter ending on June 27, services represented 28.1 percent of Apple’s revenue compared to 71.9 percent from hardware. Apple’s services business also had a disproportionately lower cost of sales compared to its hardware business (13.7 percent for services versus 86.3 percent for hardware), adding to its appeal. 此次涨价正值苹果继续高度依赖服务收入之际。在截至 6 月 27 日的季度中，服务业务占苹果总收入的 28.1%，而硬件业务占比为 71.9%。与硬件业务相比，苹果服务业务的销售成本比例极低（服务业务为 13.7%，硬件业务为 86.3%），这进一步增加了其吸引力。
After years of spending massive amounts of money on content for its streaming service, Apple may be keen on bringing Apple TV closer to profitability. Although Apple originally framed the streaming service as a pathway to other Apple offerings, it would be reasonable for Apple to want more from the service now. In 2025, The Information reported that Apple TV was Apple’s only service offering that wasn’t profitable, and, per an anonymous employee, it wasn’t expected to be so for at least its first 10 years. 在为流媒体服务投入巨额内容资金多年后，苹果可能急于让 Apple TV 实现盈利。尽管苹果最初将该流媒体服务定位为通向其他苹果产品的入口，但现在要求该服务产生更多收益也是合理的。2025 年，《The Information》报道称，Apple TV 是苹果唯一不盈利的服务产品，据一位匿名员工透露，预计该服务在运营的前 10 年内都无法实现盈利。
Notably, Apple has never disclosed profitability figures for its streaming service, but The Information report, citing two anonymous sources, claimed at the time that Apple TV was “losing more than $1 billion annually.” Without ads, small price hikes could be the simplest way for Apple TV to drive revenue. However, this also risks harming another obvious avenue: getting more subscribers. 值得注意的是，苹果从未披露过其流媒体服务的盈利数据，但《The Information》援引两位匿名消息人士的话称，当时 Apple TV “每年亏损超过 10 亿美元”。在没有广告的情况下，小幅涨价可能是 Apple TV 增加收入最简单的方法。然而，这也可能带来风险，即损害另一个显而易见的增长途径：获取更多订阅用户。