Apple TV is getting more expensive in the United States. Apple has increased the price of its standalone streaming service, pushing the monthly subscription from $12.99 to $14.99 and the annual plan from $99 to $119.
The new pricing takes effect for new subscribers from August 28, 2026. Existing subscribers are expected to receive notice before the higher price reaches their billing cycle.
What Are the New Apple TV Prices?
The latest changes affect both Apple TV and the Individual tier of Apple One.
- Apple TV monthly plan: $14.99, previously $12.99
- Apple TV annual plan: $119, previously $99
- Apple One Individual: $21.95 per month, previously $19.95
Other Apple One tiers were not included in this particular round of increases.
Apple TV Is Now Three Times Its Launch Price
The increase stands out when compared with Apple TV's original launch price. The service debuted in 2019 at $4.99 per month. At $14.99, the current monthly price is three times that starting figure.
Apple TV has gradually moved away from its early position as one of the cheaper major streaming subscriptions. Its library has also expanded considerably, with original series, films and an increasing emphasis on live sports.
Why the Price Hike Matters
Streaming subscriptions have become increasingly expensive across the industry, making every new increase more noticeable for viewers who already pay for several services.
For Apple, the calculation may be that its growing catalogue can support a higher price. Apple TV has built recognizable franchises and acclaimed shows while expanding its sports offering, giving subscribers more reasons to stay even as the cost rises.
The latest increase also means subscribers paying month-to-month will spend $179.88 over 12 months if the price remains unchanged, making the $119 annual option substantially cheaper for people planning to keep the service for a full year.
What Happens to Existing Subscribers?
Existing customers should not assume their bill will change without warning. Apple says current subscribers will be notified before the new price is charged to them.
New customers, however, face the updated pricing immediately.
Is Apple TV Still Worth It at $14.99?
That will depend heavily on how much of the service's original programming and sports a subscriber actually watches. The increase is only $2 per month compared with the previous rate, but repeated price hikes can change the value equation for households juggling multiple streaming subscriptions.
For viewers who already know they will keep Apple TV throughout the year, the annual plan now offers a much lower effective monthly cost than paying $14.99 every month.
The Bottom Line
Apple TV's latest price increase takes its U.S. monthly subscription to $14.99 and annual plan to $119, while Apple One Individual rises to $21.95 per month. The change is effective for new subscribers from August 28, with existing subscribers receiving advance notice before the higher rate applies.
