Apple TV ups the price again — $14.99 a month now

Apple is raising the Apple One bundle — which includes Apple TV, Music, Arcade, and Fitness+ — to $14.99 a month, up from $12.99. The increase takes effect September 12.

This is the second hike in two years. The bundle was $9.99 at launch and has been creeping up ever since. The price bump hits everyone who bundles the services together; subscribers who keep Apple TV separate at $9.99 are unaffected.

It's a familiar move for a company that has quietly grown its monthly recurring revenue by increasing prices rather than adding new tiers. The bundle is meant to keep users from drifting to competitors, but the cost is coming off the same wallets — including a lot of working families — every month.

Why this matters for us: when the price of a monthly service creeps up, it eats into the same budget that pays for rent, groceries, and car insurance — and there's no loyalty discount to soften it.