Apple TV raises U.S. subscription prices, marking fourth hike since
Apple TV subscription prices increase to $14.99 monthly and $119.99 annually, with Apple One individual plan also rising.
Price increases take effect immediately
Apple TV has raised its U.S. subscription prices, effective August 28, 2026. The monthly plan now costs $14.99, up from $12.99, while the annual plan increases by $20 to $119.99. This marks the service's fourth price hike since its 2019 launch at $4.99/month. Existing subscribers will be notified approximately one month prior to being charged the new price, according to Apple.
Apple One bundle also affected
The individual tier of Apple One, which includes Apple TV along with Apple Music, Apple Arcade, and iCloud+ storage, rises from $19.95 to $21.95 monthly. Family and Premier Apple One plans remain unchanged. The price adjustments follow similar increases for Apple Music and other Apple One tiers in July 2026.
No ad-supported option available
Unlike competitors such as Netflix, Disney+, and Peacock, Apple TV does not offer an ad-supported subscription tier. This leaves the service as one of the few major streamers without a lower-cost advertising-based option, despite industry trends toward ad-supported models.
Content expansion drives pricing
Apple has significantly expanded Apple TV's offerings since launch, now featuring over 300 original shows and movies. Recent additions include live sports rights for Formula 1 races and Major League Soccer - previously sold separately - along with Major League Baseball. The service features award-winning series like "Ted Lasso," "Severance," and "The Morning Show."
Industry-wide trend of price hikes
The increase follows similar moves by competitors in 2026, including Peacock, ESPN, Netflix, and YouTube Premium. Streaming services cite rising content costs and sports rights fees as key factors driving regular price adjustments. Apple TV's new $14.99 monthly price remains below Netflix's $19.99 standard ad-free plan and Disney+'s bundled offerings.
Historical price trajectory
Since its 2019 debut at $4.99/month, Apple TV has tripled its monthly price through four increases:
2022: $6.99
2023: $9.99
August 2025: $12.99
August 2026: $14.99
The annual plan has climbed from $49.99 at launch to $119.99.
What subscribers should do
New subscribers will pay the higher rates immediately. Existing customers should watch for email notifications about upcoming billing changes. Those considering annual subscriptions can still save about $5/month compared to monthly billing. Apple One bundle subscribers may find better value across multiple Apple services.
