Price Increase and Streaming Strategy

Apple TV+ has implemented a significant price increase, raising its monthly subscription cost to $12.99 in the United States, with existing subscribers seeing the higher prices within 30 days of their next renewal date.

The company justified this increase by highlighting its extensive library of original content and maintaining its unique position as the only major streaming service without advertisements. Apple emphasized its commitment to premium programming with ‘hundreds of Apple Originals’ and weekly new releases.

Next-Generation Hardware

A new Apple TV device is set to launch in late 2025, marking three years since the current model’s release. The physical design will remain consistent with the current model, maintaining its slim black plastic body.

The new model is expected to feature significant internal upgrades, potentially incorporating the A17 Pro chip, previously used in iPhone 15 Pro models. This upgrade could enable console-quality gaming capabilities, representing a major leap forward for the platform.

Software Innovations

The upcoming tvOS 26 update promises to transform the user experience with a new Liquid Glass design. The update will introduce enhanced profile-switching features and simplified app login processes, while the Apple TV app will showcase cinematic poster art to improve content discovery.

Content Strategy

While Apple TV+ may not match its rivals in quantity of releases, its September 2025 lineup demonstrates quality over quantity. The platform continues to expand with new seasons of popular series like The Morning Show and Slow Horses, alongside fresh content including Spike Lee’s ‘Highest 2 Lowest’ and various other original productions.

Despite its premium offerings, reports indicate that Apple TV+ has been experiencing losses exceeding $1 billion annually as content investment surpasses revenue. However, the combination of price adjustments, hardware innovations, and content strategy suggests Apple’s commitment to establishing itself as a leading force in home entertainment.