Apple TV Price Hike: Subscription Now Costs $14.99 a Month in the U.S.
Apple TV is getting more expensive in the U.S. Starting August 28, 2026, the monthly Apple TV subscription costs $14.99, up from $12.99. Apple has also increased the annual subscription from $99 to $119, while the Apple One Individual plan rises from $19.95 to $21.95 per month.
The increase applies immediately to new subscribers. Existing subscribers will receive advance notice and will be charged the higher price after their current billing period transitions to the new rate.
Apple TV New Prices
Here is how the U.S. pricing changes:
| 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 annual Apple TV plan gets the largest percentage increase, rising by about 20%. The monthly plan increases by $2, or roughly 15%.
Apple One Family and Premier were not increased as part of this particular Apple TV price change. Those plans had already received price increases in July.
This Is Apple TV’s Fourth Price Increase
Apple TV launched in 2019 at $4.99 per month. Since then, Apple has raised the monthly price several times:
- 2019: $4.99
- 2022: $6.99
- 2023: $9.99
- 2025: $12.99
- 2026: $14.99
That means the U.S. monthly price is now roughly three times its original launch price.
The latest increase also comes only about a year after Apple’s previous monthly price hike, when the service went from $9.99 to $12.99.
What Do You Get With Apple TV?
Despite the higher price, Apple TV has expanded considerably since its launch.
The subscription includes Apple’s original movies and television series, along with live sports such as Major League Soccer, Formula 1 and Friday Night Baseball in the U.S. Apple does not currently offer a cheaper ad-supported Apple TV subscription tier.
The service’s programming includes shows such as Severance, Ted Lasso, Slow Horses, Silo, The Morning Show and Shrinking. Apple has also been increasing its investment in live sports, with MLS and Formula 1 now part of the regular U.S. Apple TV subscription.
Why Is Apple Raising the Price?
Apple has not provided a detailed public explanation specifically for the August 2026 increase.
The timing comes as Apple TV continues expanding its original programming and sports offerings. The service has also moved further into live sports, including its U.S. Formula 1 rights and the addition of MLS matches to the standard subscription.
That expansion provides additional content for subscribers, but it also makes the service more expensive to operate.
It is also part of a broader streaming-industry trend. Other major streaming platforms have raised prices in 2026, making another Apple TV increase less unusual even if it is unwelcome for subscribers.
Is Apple TV Still Worth $14.99?
That depends largely on how much you watch.
The higher price is easier to justify for subscribers who regularly watch Apple Originals or follow the sports included with the service. For someone who watches only one or two shows each year, paying for 12 months may make less sense.
The $119 annual plan works out to about $9.92 per month when averaged across a year, making it considerably cheaper than paying $14.99 every month. However, subscribers should compare that saving against how often they actually use the service.
For occasional viewers, subscribing for a month when a desired show is available and cancelling afterward can also be an option.
What About Apple TV Pricing Outside the U.S.?
The August 28 price increase applies to the U.S., Brazil, Chile and Mexico, according to Apple’s notification reported by MacRumors. Other markets were not affected by this particular increase.
Pricing varies by country. For example, Apple’s Indian website currently lists Apple TV at ₹99 per month after a seven-day free trial.
So U.S. pricing should not be assumed to represent what subscribers will pay elsewhere.
The Bottom Line
Apple TV now costs $14.99 per month or $119 per year in the U.S., effective August 28, 2026. The Apple One Individual bundle also increased to $21.95 per month.
For Apple TV, this is the fourth monthly price increase since its 2019 launch, taking the service from $4.99 to $14.99.
The service has added considerably more original programming and live sports during that period, but the higher price makes it more important for subscribers to consider how frequently they actually use it.