Apple sparks streaming price war: TV+ will launch on Nov. 1 and cost just $4.99/mo.

  • Apple has undercut its streaming rivals with the $4.99 price point
  • Up to six family members will be able to watch with one subscription
  • It will launch on November 1st, with new shows and movies added monthly
  • Experts say the move will spark pricing changes among competitors

Apple has revealed its Apple TV+ streaming service will cost just $4.99/mo., sparking a streaming price war.

Tim Cook took to the stage of the Steve Jobs Theatre at Apple’s “spaceship” HQ in Cupertino to reveal the firm’s latest products —which also include an overhaul of the iPhone and a new Pro version of the flagship handset with three cameras.

“We have a huge morning planned for you with some truly big announcements,” he said.

The eagerly anticipated Apple TV+ streaming service will launch on November 1st, he said — and will cost just $4.99/mo.

“This is crazy, this is the cost of one rental,” said Cook. “Our mission for Apple TV+ is to bring you stories with purpose, stories to believe in,” he added.

The firm also announced it will include a free year of the service with all new iPhones, iPads and Macs bought, giving it an instant massive user base.

Carolina Milanesi, an analyst with Creative Strategies, said the pricing was “much more aggressive than people thought.”

Analyst Paolo Pescatore of PP Foresight said Apple’s pricing was likely to spark changes in competitor’s pricing.

“While Apple enters a hugely competitive landscape, rivals should be concerned by this latest move. It is trying to address the fragmented nature of TV. There are too many services chasing too few dollars.”

He said the move could lead to competitors revealing new pricing bundles.

“There’s plentiful scope to be novel in services with live TV, premium on-demand content and commissioning original shows,” he said. “Apple is looking to address all of these areas. What comes next is really interesting in terms of how the services scale and innovative bundles.”

Trailers for the service’s shows have been viewed over 100 million times, Cook said.

The firm also showed off See, starring Jason Momoa, coming to the service later this year.

Cook pushed the exclusive original shows in the lineup, along with “a lot more.”

Apple TV+ will be available on November 1st, and more originals will be added each month for $4.99/mo.

Apple said its lineup of original shows, movies and documentaries, will include The Morning ShowDickinsonSeeFor All Mankind and The Elephant Queen.

Where can you watch Apple TV+?

The service will be available on the Apple TV app on iPhone, iPad, Apple TV, iPod touch, Mac and other platforms, including online at, for $4.99/mo. with a seven-day free trial.

Subscribers can watch Apple TV+ originals both online and offline, ad-free and on demand, on the Apple TV app, which comes pre-installed on iPhone, iPad, Apple TV and iPod touch and will soon be on Mac with macOS Catalina.

The Apple TV app is also available on select Samsung smart TVs, and will come to Amazon Fire TV, LG, Roku, Sony and VIZIO platforms in the future.

How much will it cost?

The new service will cost $4.99/mo.

Crucially, through Family Sharing, up to six family members can share one Apple TV+ subscription.

What will you be able to watch?

Apple hasn’t yet revealed every show, but here’s what we do know is coming to the service:

See – described as “an epic drama starring Jason Momoa and Alfre Woodard, is set 600 years in the future after a virus has decimated humankind and rendered the remaining population blind. When all humanity has lost the sense of sight, humans must adapt and find new ways to survive.”

All Mankind – imagines what would have happened if the global space race never ended

Snoopy in Space – a new original from Peanuts Worldwide

Ghostwriter – a reinvention of the beloved original series

The Elephant Queen – a “documentary film and cinematic love letter to a species on the verge of extinction.”

Dickinson – explores the constraints of society, gender and family through the lens of rebellious young poet, Emily Dickinson

The Morning Show – produced by Reese Witherspoon and Jennifer Aniston, and starring Steve Carell

What else did Apple unveil? Well, there’s quite a list …

Apple Arcade

Apple Arcade was the first new service to be unveiled. It offers over 100 new games for Apple TV and iOS.

Users will subscribe to the service, allowing them to download as many of the games in the service every month. Apple will update games every month.

One of the first games is Frogger in Toytown, from Konami, a 3D version of the retro game. Also coming to the service is a “playable music video” called Sayonara Wildhearts.

iPhone 11 & iPhone 11 Pro

With a new dual-camera system, the iPhone 11 can take wide-angle images and has a supercharged camera system for both video and still photography.

For Pro users, there’s the iPhone 11 Pro, which has a triple-camera system. With prices starting at $699 for the iPhone 11 and $999 for the Pro, you can preorder from Friday, and available on September 20th.

However, some experts believe the changes may not be enough to lure competitors.

Ru Bhikha, mobiles expert at, also owned by Allconnect parent company Red Ventures, said:

“We keep seeing that consumers aren’t willing to upgrade their smartphone unless there’s a good reason to, which means the iPhone 11’s lack of new features could prove problematic.

“The next big thing for smartphones is 5G, which could be more bad news for Apple, as the iPhone 11 is not expected to offer this fifth-generation technology.”


Apple revealed a new low-end iPad, the seventh generation. It still has the fingerprint sensor and will go on sale later this year for $329.

Apple Watch Series 5

The latest version of Apple’s Watch has an always-on display and will start at $399 when it goes on sale on September 20th.