Apple TV’s Evolution in 2025: Price Changes, New Hardware, and Content Expansion

Significant Changes for Apple TV in 2025

Apple TV+ has implemented a significant price increase, raising its monthly subscription cost to $12.99 in the United States, marking a 30% increase. The price change took effect in August. The company justified this increase by highlighting its extensive content library of originals and ad-free viewing experience, noting that it remains the only major streaming service without an ad-supported tier.

New Hardware Development

Apple is developing a new version of the 4K Apple TV, scheduled for release in late 2025. This next-generation device promises significant advancements in hardware, audio, and gaming capabilities, aiming to enhance both streaming and gaming experiences.

The new device is expected to feature an upgrade from the current A15 Bionic chip to potentially the A17 Pro chip, first seen in the iPhone 15 Pro models. This upgrade would enable the device to support console-quality gaming.

Software and Content Expansion

The company has announced tvOS 26, bringing significant improvements to the platform. The update features a new design with Liquid Glass, aimed at enhancing the viewing experience, and includes redesigned app showcases with cinematic poster art for easier content discovery.

While Apple TV+ may not release as many titles as its competitors, its September 2025 lineup includes notable returns of popular series like The Morning Show and Slow Horses, alongside new content such as Spike Lee’s Highest 2 Lowest.

Future Implications

Looking ahead, Apple is reportedly developing a hybrid device that would combine Apple TV functionality with a smart speaker and FaceTime camera. Additionally, there are plans for a smart home display that could serve as a central hub for controlling smart home products, with potential Apple TV functionality integration, expected to launch in 2026.