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Apple TV+ Pricing History: Promotions and Device Purchase Deals
When Apple TV+ launched in November 2019, it didn’t just enter the streaming wars-it rewrote the rules. While Netflix and Hulu charged $10-$15 a month, Apple dropped its price at $4.99. That wasn’t a mistake. It was a strategy. And over the next few years, that price didn’t just stay low-it got even better for people who bought Apple devices.
How Apple TV+ Started: $4.99 with a Device
Apple didn’t sell Apple TV+ like a standalone service. It wrapped it inside hardware. If you bought an iPhone, iPad, Apple TV, Mac, or iPod touch between September 10, 2019, and June 30, 2020, you got one year of Apple TV+ free. No credit card needed. No trial. Just turn on your new device, sign in with your Apple ID, and the service was already unlocked.
This wasn’t a gimmick. It was a way to get millions of people into the ecosystem. Apple sold over 10 million new devices in those eight months. Millions of those users got Apple TV+ for free. And when that year ended? A lot of them stayed.
The First Price Change: $9.99 in 2021
By late 2020, Apple started quietly removing the free year offer. On July 1, 2020, new device buyers no longer got a full year. Instead, they got three months. That was the first sign Apple was preparing to raise prices.
On March 1, 2021, Apple TV+ jumped from $4.99 to $9.99 a month. No warning. No grandfathering. Everyone who wasn’t still on a free trial got the new price. But here’s what most people missed: the device bundle didn’t disappear-it just changed.
If you bought a new Apple device after March 2021, you still got three months free. That meant if you bought an iPhone in April 2021, you’d pay $9.99 after July 2021. That’s still cheaper than most competitors, especially when you consider the free content.
2023: The Family Plan Arrives
By 2023, Apple TV+ had grown beyond just originals. It had live sports, documentaries, and kids’ shows. But the price stayed at $9.99. That’s when Apple introduced something new: the Apple One bundle.
Apple One started at $19.95 a month and included Apple TV+, Apple Music, Apple Arcade, iCloud+, and Apple News+. For families, it made sense. If you already paid for music and cloud storage, adding Apple TV+ for $2 extra felt like a steal.
But here’s the twist: Apple didn’t raise the standalone price of Apple TV+. It just made the bundle harder to ignore. By 2024, over 40% of Apple TV+ subscribers were using Apple One. That meant Apple could keep the base price low while pulling more revenue per user.
Device Deals Still Exist-But They’re Different
Today, in early 2026, Apple still gives away Apple TV+ with new devices-but not like before. If you buy an Apple TV 4K, an iPhone 15, or a Mac mini in March 2026, you get three months free. No more one-year freebies. The free trial window is shorter, but it’s still there.
And here’s what most people don’t realize: if you buy an Apple device during a Black Friday sale, Apple often extends the free trial to six months. It’s not advertised. You have to ask customer service or check your Apple ID account after purchase. Some users report getting six months when buying through Apple’s education store or during holiday promotions.
Apple doesn’t promote these deals on its homepage. They’re buried in fine print or sent via email after purchase. That’s intentional. Apple wants you to think the price is $9.99. But if you know where to look, you can still get Apple TV+ for almost nothing.
What About Older Devices?
If you bought an Apple device before 2020, you’re out of luck. No more free year. No more three-month trial. But if you bought one between 2020 and 2023, you might still be on a free trial. Apple doesn’t automatically cancel subscriptions. If you never turned off the trial, it could still be running.
Check your Apple ID account. Go to Settings > [your name] > Subscriptions. If you see Apple TV+ listed with a free trial ending soon, you might still have time. Don’t wait until the last day. Cancel if you don’t want to be charged.
How Apple TV+ Compares to Other Services
Let’s look at where Apple TV+ stands today:
- Apple TV+: $9.99/month (or $99.99/year)
- Netflix Basic: $15.49/month
- Hulu (with ads): $9.99/month
- Disney+: $9.99/month
- Max: $10.99/month
Apple TV+ isn’t the cheapest. But it’s the only one that still gives you free access when you buy hardware. And unlike Netflix or Max, Apple TV+ has no ads. No interruptions. No upsells. Just the shows.
And the content? It’s not about quantity. It’s about quality. Apple has won 100+ Emmys since 2020. Shows like Severance, Slow Horses, and The Morning Show are critically acclaimed. You’re not paying for 5,000 titles. You’re paying for 50 great ones.
How to Get the Best Deal Right Now
If you want Apple TV+ at the lowest possible price in 2026, here’s how:
- Buy a new Apple device during a holiday sale (Black Friday, Cyber Monday, or Apple’s back-to-school event). Ask if the free trial is extended.
- Use Apple One. If you already use Apple Music or iCloud+, the bundle saves you money. Apple One Basic is $16/month and includes Apple TV+.
- Check your Apple ID. If you bought a device between 2020 and 2023, you might still have an active trial. Don’t assume it’s gone.
- Share with family. Apple TV+ allows up to six profiles. If you have roommates or family members, split the cost.
- Watch for student discounts. Apple offers a discount on Apple One for students. That brings the total cost down to $14.99/month.
Why Apple Keeps the Price Low
Apple doesn’t need to charge more. It doesn’t need to compete on content volume. It’s not trying to be Netflix. It’s trying to be the platform you already use.
Every time you buy an iPhone, Apple gets a new subscriber. Every time you use Apple TV+, you’re more likely to buy another Apple product. It’s a loop. The service isn’t meant to make money. It’s meant to lock you in.
That’s why Apple TV+ still gives away free months. That’s why it hasn’t raised the price in years. It’s not a streaming service. It’s a loyalty tool.
What’s Next for Apple TV+ Pricing?
Will Apple raise the price again? Maybe. But not soon. With the global economy still shaky in 2026, Apple knows users are watching every dollar. A price hike could push people to free alternatives like Tubi or Pluto TV.
Instead, Apple will keep pushing bundles. Expect more partnerships with carriers. More deals with Apple Watch buyers. More free months for Apple Fitness+ users.
The future of Apple TV+ isn’t about price. It’s about access. And if you own an Apple device, you’re still getting the best deal in streaming.
Is Apple TV+ still free with new Apple devices?
Yes, but only for three months. If you buy a new iPhone, iPad, Apple TV, Mac, or iPod touch in 2026, you’ll get three months of Apple TV+ free. This offer is automatic-no code needed. Just sign in with your Apple ID after setup.
Can I get Apple TV+ for free without buying hardware?
Not officially. Apple doesn’t offer standalone free trials anymore. The last public free trial ended in 2022. However, you can still get Apple TV+ for free if you’re eligible for Apple One Student, which includes Apple TV+ as part of the bundle at a discounted rate.
Why is Apple TV+ cheaper than Netflix?
Apple TV+ isn’t cheaper because it has less content-it’s cheaper because Apple doesn’t rely on it for profit. The service is designed to keep you in the Apple ecosystem. Apple makes money on hardware, not subscriptions. That’s why it can afford to keep the price low while competitors raise theirs.
Does Apple TV+ have ads?
No. Apple TV+ has never had ads. Even when other services added ads to cut costs, Apple kept its service ad-free. This is one reason users stay even when prices rise elsewhere. It’s the only major streaming service that still offers a completely commercial-free experience.
Can I share my Apple TV+ subscription with family?
Yes. Apple TV+ supports up to six user profiles under one subscription. You can set up individual profiles for kids, partners, or roommates. Each profile gets personalized recommendations and watch history. Family sharing is built into Apple’s ecosystem, so it works seamlessly across iPhone, iPad, Apple TV, and Mac.
