Apple (AAPL) Raises Apple TV and Apple One Prices Again in the U.S.

Apple Inc. (NASDAQ: AAPL) has announced subscription price increases across its digital services portfolio in the United States, raising Apple TV+ from $12.99 to $14.99 per month and the individual Apple One bundle from $19.95 to $21.95 per month. The price adjustment follows an earlier $1-per-month hike on Apple Music in July, reflecting escalating content acquisition and licensing costs across the digital media industry. The strategic price hikes aim to bolster Apple's Services segment, which reported a 12% year-over-year revenue increase to $30.7 billion in its fiscal third quarter. While expanding premium content and alignment with competitors such as Netflix and Disney+ provide fundamental support for the move, analysts highlight risks regarding subscriber fatigue and potential churn, especially given Apple TV's smaller overall content catalog. From an institutional perspective, investor sentiment remains steady. Insider Monkey tracking data indicates that 169 hedge funds held $124.80 billion worth of Apple stock in the second quarter of 2026. The recurring revenue expansion directly supports Apple's high-margin services division amidst foreign exchange headwinds and margin compression.