Apple has raised the price of its Apple TV streaming service in the United States, making the platform more expensive for subscribers as the company continues to expand its original programming, films and live sports offerings.
The price increase took effect on August 28, 2026. The monthly subscription has increased from $12.99 to $14.99, while the annual subscription has risen from $99 to $119. Existing subscribers will be notified before the new pricing is applied to their next billing cycle.
The latest increase marks another step up for a service that launched in 2019 at just $4.99 per month. In less than seven years, the monthly price has effectively tripled, reflecting the broader shift in the streaming industry toward higher subscription costs.
Apple has also increased the price of the Individual tier of its Apple One subscription bundle. The plan now costs $21.95 per month, compared with $19.95 previously.
Apple TV Monthly Price Rises to $14.99
The biggest change for customers is the new $14.99 monthly price for Apple TV.
Subscribers who previously paid $12.99 will now pay $2 more every month. Over the course of a year, that amounts to an additional $24 for customers who remain on the monthly plan.
The annual subscription has also become more expensive, rising by $20 from $99 to $119. Although paying annually still offers a discount compared with paying $14.99 every month, the gap between Apple’s annual and monthly pricing has changed as part of the latest adjustment.
The company has not introduced an advertising-supported version of Apple TV, meaning customers continue to pay for an ad-free streaming experience.
The increase represents the fourth price hike for the service in four years, highlighting how dramatically Apple’s streaming strategy has changed since its launch.
When Apple TV debuted in 2019, the company positioned its service as a relatively inexpensive alternative to established streaming platforms. Its original price of $4.99 helped Apple attract customers while it built its library of original programming.
Today, however, Apple TV is competing in a much more mature streaming market, with a growing collection of award-winning series, films and live sports.
Growing Investment in Content
Apple has spent billions building its entertainment business, producing high-profile shows including Ted Lasso, Severance, The Morning Show, Silo and Slow Horses.
The company has also expanded beyond scripted television. Live sports have become an increasingly important part of Apple’s streaming strategy, giving subscribers access to events and competitions that cannot be found on traditional on-demand platforms.
Apple’s sports portfolio includes Major League Soccer, Major League Baseball and Formula 1 coverage in the United States.
The expansion has helped transform Apple TV from a service primarily associated with original television shows into a broader entertainment platform.
The company has also continued releasing major original films and documentaries, increasing the amount of content available to subscribers.
For Apple, the higher subscription price comes as the company seeks to make its entertainment business a more substantial part of its overall services ecosystem.
Apple One Individual Plan Also Gets More Expensive
The Apple TV price increase is also affecting customers who subscribe through Apple One.
The Individual Apple One plan has increased from $19.95 to $21.95 per month. The bundle includes Apple TV along with Apple Music, Apple Arcade and 50GB of iCloud+ storage.
The change means customers who use several Apple services will still need to consider whether the bundle represents better value than purchasing subscriptions separately.
Apple One has become an important part of Apple’s strategy to encourage customers to subscribe to multiple services at once. Instead of paying individually for music, television, gaming and cloud storage, customers can combine them under a single monthly payment.
However, the latest increase means the savings offered by the Individual plan have narrowed somewhat.
The timing is also notable because Apple increased prices for Apple Music and some Apple One tiers in July. At that time, the Individual Apple One plan remained unchanged at $19.95. The latest Apple TV increase has now pushed that tier higher as well.
Streaming Prices Continue to Rise
Apple’s decision comes amid a wider trend of rising streaming prices.
Major streaming companies have increasingly increased subscription costs as the industry has matured. Services that initially competed primarily on low prices are now trying to balance subscriber growth with the enormous cost of producing original content and securing sports and entertainment rights.
Many platforms have responded by introducing advertising-supported plans, allowing customers to pay less in exchange for watching commercials.
Apple has taken a different approach. The company has continued to maintain an ad-free subscription while raising the price of its service.
That strategy could make Apple’s content investments increasingly important. Customers paying nearly $15 per month may expect a substantial library and a steady flow of new releases.
For some subscribers, Apple’s growing collection of original shows and sports could justify the higher cost. For others, the increase may encourage them to reconsider how many streaming services they actually need.
Nearly Three Times the Original Price
The latest increase puts Apple’s current monthly price at roughly three times what customers paid when Apple TV launched.
The service started at $4.99 per month in 2019. It later increased to $6.99, then $9.99, followed by $12.99 in 2025. The latest increase brings the price to $14.99.
The rapid rise illustrates the changing economics of streaming. Platforms are increasingly relying on subscription revenue to support expensive content operations, while consumers are becoming more selective about which services they keep.
Apple’s enormous hardware ecosystem may give it an advantage in this environment. Apple TV can be integrated with the company’s devices, services and subscription bundles, making it easier for existing Apple customers to remain within the ecosystem.
Still, repeated price increases could test that loyalty.
For now, Apple appears confident that its growing entertainment catalogue, live sports offerings and integration with the wider Apple ecosystem can justify the higher price.
For U.S. subscribers, however, the calculation is straightforward: Apple TV now costs $14.99 a month or $119 a year, while the Individual Apple One bundle has risen to $21.95 a month.
The era of Apple TV as a $5 streaming service is now firmly in the past.
