Apple has raised the price of Apple TV again, moving its streaming subscription to $14.99 per month from $12.99, according to both TechCrunch and CNBC. The annual Apple TV plan is also increasing to $119 from $99, the outlets report. The change also reaches Apple One, Apple’s bundle that includes Apple TV alongside services such as iCloud storage, Apple Music and Arcade. TechCrunch and CNBC both report that the individual Apple One plan is now $21.95 per month, up from $19.95. CNBC framed the move as a U.S. price increase and said Apple made the change on Friday. TechCrunch reported that this is the fourth Apple TV subscription price hike in four years. The increase continues a sharp repricing from Apple TV’s launch era. CNBC notes that the service debuted in 2019 as Apple TV+ at $4.99 per month, a price that sat below most major streaming rivals at the time. The new $14.99 monthly price puts Apple’s streaming service closer to the broader market, according to CNBC. Apple’s pitch has also changed since launch. CNBC reports that Apple TV has added more content over time, citing “F1” and “Ted Lasso,” which CNBC says returned for a fourth season earlier this month. The provided reports do not include Apple’s direct explanation for the Apple TV increase. The move lands amid broader subscription repricing. In TechCrunch’s account, Netflix raised prices in March and Peacock announced a price increase earlier this month. CNBC separately reported that Apple raised Apple Music prices by $1 per month in July, citing licensing costs. Services remain a central Apple business line. CNBC reports that Apple posted $30.7 billion in services revenue in its third quarter, up 12%, while the unit’s gross margin fell by more than 1%, which Apple attributed to product mix and foreign-exchange headwinds. Who benefits: Apple would benefit if subscriber retention holds at the higher price points. The Apple One bundle may also remain a way to keep multiple Apple services attached to one monthly bill, though its individual tier is rising too. Who's exposed: Apple TV and Apple One subscribers face higher recurring costs. Price-sensitive streaming customers are the most exposed, particularly those comparing Apple TV against rival services that have also been raising prices.