Image Source: Variety
Apple TV is becoming more expensive in the United States, with Apple raising the streaming service’s monthly and annual subscription prices effective immediately on Friday, Aug. 28, 2026. The increase applies to both new and existing subscribers, adding to a growing wave of streaming price hikes across the entertainment industry.
The monthly Apple TV subscription now costs $14.99, up from $12.99. The annual plan has also increased to $119, compared with its previous price of $99. Apple says existing customers will receive notification approximately one month before they are charged the new rate.
Apple TV Price Increase Takes Effect Immediately
The latest adjustment marks the fourth price increase for Apple’s streaming platform in four years. The service, formerly known as Apple TV+, originally launched in 2019 at $4.99 per month. Its monthly cost has now tripled as Apple has expanded its library of original series, films and live sports.
For subscribers who prefer Apple’s multi-service packages, the company is also raising the price of the individual Apple One tier. That plan, which includes Apple TV, Apple Music, iCloud+ with 50 GB of storage and Apple Arcade, will rise from $19.95 to $21.95 per month.
The changes mean customers will need to reassess whether they want a standalone streaming subscription or a bundled plan. While Apple One offers access to several services under one monthly bill, its higher price could make the value proposition less attractive for people who primarily watch Apple’s exclusive programming.
Why Apple’s Streaming Price Hike Matters
Apple’s decision follows a broader industry trend. Over the past two years, leading premium streaming platforms have increased their prices, including Netflix, HBO Max, Disney+, Hulu, Paramount+ and YouTube Premium. NBCUniversal’s Peacock raised its rates earlier this month, while ESPN is scheduled to increase streaming prices on Sept. 17.
Unlike many of its competitors, Apple TV still does not offer an ad-supported subscription tier. That leaves customers with fewer ways to lower their monthly bill, particularly as households manage several streaming services at once. For viewers who subscribe to multiple platforms, another two-dollar increase may have a noticeable impact on their entertainment budget.
The price change also reflects Apple’s growing investment in the service. When Apple TV launched, its catalog contained only a small number of original productions. It now offers more than 300 original television shows and movies, along with selected live sports programming.
What Subscribers Get With Apple TV
Apple’s library includes several high-profile shows that have helped establish the platform as a major streaming competitor. Comedy favorites include Ted Lasso, The Studio and Shrinking. The service also features the Emmy-recognized freshman series Widow’s Bay.
On the drama side, subscribers can watch acclaimed titles such as Severance, Pluribus and The Morning Show. These productions are part of Apple’s strategy to compete through prestige programming rather than a high-volume catalog of licensed content.
The platform’s film offerings include CODA, which won the Academy Award for Best Picture, and Brad Pitt’s F1: The Movie. The latter has become the highest-grossing sports movie of all time at the global box office, according to the report.
Apple TV also provides access to live sports, including Formula 1 races, Major League Baseball and Major League Soccer. That combination of original entertainment and sports coverage gives the service broader appeal, although the price increase could encourage some subscribers to rotate their memberships or cancel altogether.
Will Apple TV Add an Ad-Supported Plan?
Apple has not announced an ad-supported version of Apple TV. Such plans have become increasingly common across the streaming market, allowing platforms to offer a lower-cost option while generating advertising revenue. For now, Apple customers must choose between the full-price standalone subscription, the annual plan or an Apple One bundle.
As the new rates take effect, subscribers should check their Apple account billing information and consider how frequently they use the service. For dedicated fans of Apple originals and live sports, the expanded catalog may justify the higher cost. For occasional viewers, the latest increase could make the service harder to keep alongside competing subscriptions.
Frequently Asked Questions About Apple TV
How much does Apple TV cost after the price increase?
The monthly subscription now costs $14.99 in the United States, while the annual plan costs $119.
When did the new Apple TV prices take effect?
The new prices became effective for new and existing U.S. subscribers on Aug. 28, 2026.
Did Apple One also become more expensive?
Yes. The individual Apple One plan increased from $19.95 to $21.95 per month.
Does Apple TV offer an ad-supported plan?
No. Apple TV remains the only major premium streaming service mentioned in the report that does not offer an ad-supported subscription option.
