Apple TV+ raises prices by $2 monthly, no ad tier introduced

Apple TV+ implements immediate price increase

Apple TV+ has raised its monthly subscription price to $14.99, a $2 increase, with the annual plan climbing $20 to $119.99. This marks the fourth price adjustment since the service launched in 2019 at $4.99/month. The changes took effect immediately, with no corresponding introduction of an advertising-supported tier that competitors like Peacock and Netflix have deployed as lower-cost alternatives.

Bundle plans also see increases

Apple's bundled service Apple One also saw price adjustments, with the individual plan rising $2 to $21.95/month. These increases come as part of a broader trend across Apple's subscription services, though the company continues to offer a three-month free trial with new device purchases.

Competitive landscape shifts

The price hike places Apple TV+ above Peacock's new $12.99 ad-supported tier but below ESPN's upcoming $31.99 unlimited plan. Amazon Prime Video, Netflix and YouTube Premium also implemented price increases earlier in 2026. Unlike these competitors, Apple maintains a single, ad-free pricing tier across its streaming service.

Content investment continues

Apple TV+ now hosts over 300 original titles including award-winning shows like "Ted Lasso" and "Severance." Recent sports rights acquisitions include Formula 1 racing in the U.S. and broadcasts of Major League Baseball and Major League Soccer games. The service's original series "Widow's Bay" and "Pluribus" are up for 19 and 18 Emmy nominations respectively this year.

Subscriber value proposition

Since its 2019 launch as a low-cost perk for Apple device owners, the service has tripled its monthly price while expanding its original content library. The latest increase comes as "Ted Lasso" returned for its fourth season and follows Seth Rogen's "The Studio" winning 13 Emmys in 2025.

Industry-wide pricing trends

Streaming services across the market have raised prices in 2026, with Peacock increasing its ad-tier by $2 and premium plan by $3 ahead of the NBA and NFL seasons. ESPN will implement a $2 monthly increase in September, while Amazon and Netflix adjusted pricing earlier this year.

Decision points for subscribers

Current subscribers received no grandfathering of previous rates. Those considering cancellation can still access content until their current billing cycle ends. Apple continues to offer the service as part of its Apple One bundles, which may provide better value for users of multiple Apple services.