Apple One’s Price Stay Makes It the Smart Buy in a Streaming War

Apple’s all-in-one subscription service, Apple One, has become a more compelling option for consumers following a price increase for the standalone Apple TV+ service. The move, announced earlier this week, raises the monthly cost of Apple TV+ in the U.S. and select international markets from $9.99 to $12.99, marking the third such increase since the service’s launch in 2019. Notably, Apple One pricing remains unchanged, offering a more cost-effective alternative for users seeking multiple Apple services [1].

Apple TV+ has been expanding its library of original content, with Apple highlighting its “deep library of hundreds of exclusive Apple Originals” and weekly new releases. Despite trailing major competitors like Netflix and Disney+ in subscriber numbers, Apple TV+ has seen strong growth in viewership, particularly with shows such as Severance, which reached number five on the U.S. streaming chart [2]. The company also reported strong double-digit year-over-year viewership increases during its most recent earnings call [2].

The price increase for Apple TV+ does not extend to Apple One subscriptions. The Individual tier of Apple One remains at $19.95 per month, offering Apple Music, Apple TV+, Apple Arcade, and 50GB of iCloud+ for a combined rate. The Family and Premier tiers further expand access to additional services and storage, with the latter including Apple News+, Apple Fitness+, and 2TB of iCloud+ storage [3]. This bundling strategy positions Apple One as a cost-saving option, with potential annual savings of up to $384 for the Premier tier compared to purchasing each service individually [4].

Apple’s decision to raise the price of Apple TV+ while keeping Apple One rates steady reflects a strategic push to encourage users to adopt its bundled service. This approach not only increases the perceived value of Apple One but also helps solidify user engagement within Apple’s ecosystem [1]. Analysts estimate Apple TV+ has reached around 40 million subscribers by the end of 2024, while Apple continues to invest in content and expand its offerings, including the recent launch of Pluribus, a highly anticipated series from Breaking Bad creator Vince Gilligan [2].

The upcoming iOS 26 update for Apple Music also strengthens the appeal of Apple One. The update introduces features like AutoMix for seamless song transitions, full-screen animated artwork for the iPhone Lock Screen, and lyric translation and pronunciation, among others. These enhancements, combined with the bundled pricing of Apple One, could attract users from competing platforms who are looking for both value and enhanced functionality [1].

Apple’s bundling strategy is part of a broader trend in the streaming industry, where services like Disney+, HBO Max, and now ESPN and FOX Now are also adopting similar models. Apple’s approach, however, stands out due to the integration of its ecosystem and the flexibility of family sharing, allowing up to six people to access the same plan [3]. This, combined with the recent price adjustments, positions Apple One as a strong contender in the increasingly competitive streaming market [5].

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[1] Apple One just got harder to resist, with more coming soon (https://9to5mac.com/2025/08/21/apple-one-just-got-harder-to-resist-more-coming-soon/)

[2] Apple TV+ subscription price increasing to $12.99 per ... (https://9to5mac.com/2025/08/21/apple-tv-subscription-price-increase/)

[3] Apple One Just Became More Valuable Than Ever (https://www.macrumors.com/2025/08/22/apple-one-just-became-more-valuable/)

[4] Popular streaming service hikes price for some users (https://www.foxbusiness.com/lifestyle/popular-streaming-service-hikes-price-some-users)

[5] Apple just indirectly boosted the value of its all-in-one ... (https://fortune.com/2025/08/22/apple-one-subscription-service-savings-appletv-plus-rate-hike/)