Apple has raised the price of its Apple TV streaming service in the United States, pushing the monthly subscription from $12.99 to $14.99. The increase took effect on August 28, 2026, for new subscribers, while existing customers will receive advance notice before the higher price applies to their accounts.
The move marks the fourth Apple TV price increase in four years and comes as Apple continues to invest heavily in original programming, live sports and its broader services ecosystem.
Apple TV Subscription Gets More Expensive
Apple has increased both its monthly and annual subscription rates.
| Plan | Previous Price | New Price |
|---|---|---|
| Apple TV Monthly | $12.99/month | $14.99/month |
| Apple TV Annual | $99/year | $119/year |
| Apple One Individual | $19.95/month | $21.95/month |
The monthly plan is now $2 more expensive, while the annual subscription has increased by $20. Apple has also raised the price of the individual Apple One plan, which combines Apple TV with services such as Apple Music, iCloud+ and Apple Arcade.
Apple One Family and Premier plans were not part of this latest increase, although those tiers received price changes in July alongside an Apple Music increase.
Apple TV Has Nearly Tripled in Price Since Launch
The latest increase highlights how dramatically Apple has repositioned its streaming service.
Apple launched Apple TV+ in 2019 at just $4.99 per month. The price increased to $6.99 in 2022, $9.99 in 2023, $12.99 in 2025 and now $14.99 in 2026.
That means the monthly subscription now costs roughly three times the original launch price.
At the same time, Apple has significantly expanded the service’s content library. Popular productions such as Ted Lasso, Severance and The Morning Show have helped establish Apple TV as a premium streaming platform.
Why Is Apple Raising the Price?
Apple has not provided a specific public explanation for this particular Apple TV increase.
However, the timing comes as the company continues to spend heavily on original productions and live sports rights. Apple TV’s content strategy now includes major sports properties such as Formula 1, Major League Soccer and Major League Baseball.
The price increase also fits into Apple’s broader push to grow its Services business.
Apple’s Services segment generated $30.7 billion in revenue in its most recent quarter, representing 12% year-over-year growth.
For Apple, subscription services provide recurring revenue and strengthen the company’s wider ecosystem. Higher prices can therefore help increase revenue per subscriber while Apple continues expanding its content and service offerings.
Apple TV Still Has No Cheaper Ad-Supported Tier
One notable difference between Apple TV and several competing streaming platforms is its lack of an advertising-supported subscription tier.
Netflix and other major streaming services offer cheaper plans that include advertising. Apple, however, continues to position Apple TV as a premium, ad-free streaming service.
That strategy gives Apple more control over the viewing experience, but it also means customers have fewer options if they want to reduce their monthly streaming costs.
Another Price Increase for Apple’s Services
The Apple TV increase follows a separate Apple Music price hike in July 2026.
Apple increased the monthly price of Apple Music by $1, while also adjusting some Apple One bundle prices.
Together, the changes show Apple’s growing focus on monetizing its services portfolio.
The company is increasingly generating revenue not only from iPhones, Macs and other hardware but also from subscriptions, cloud storage, music, games, video and other digital services.
What It Means for Apple TV Subscribers
For existing subscribers, the immediate impact is relatively straightforward: Apple TV now costs $2 more every month once the new rate reaches their billing cycle.
The annual plan also becomes more expensive, although it remains cheaper than paying the monthly rate for a full year.
At $14.99 per month, Apple TV is moving further into the premium streaming segment. Whether the higher price represents good value will increasingly depend on how frequently subscribers use Apple’s growing library of original shows, movies and sports content.
The Bigger Picture
Apple’s latest price increase reflects a broader change across the streaming industry.
Netflix, Peacock and other services have also raised prices as streaming companies attempt to balance content spending with profitability.
For Apple, however, the strategy goes beyond streaming.
Apple TV is part of a much larger services ecosystem designed to keep customers subscribed to multiple Apple products and platforms. The higher subscription price could therefore strengthen Apple’s recurring-services revenue while funding continued investment in premium content.
For consumers, the downside is clear: Apple TV is becoming significantly more expensive than when it launched, with the latest increase making the service three times pricier than its original $4.99 monthly rate.
