Apple TV is getting more expensive again.
Apple has raised the price of its streaming service in the United States from $12.99 to $14.99 per month, marking the fourth Apple TV price increase since 2022.
The annual Apple TV subscription is also increasing, jumping from $99 to $119 per year, while Apple’s individual Apple One bundle is moving from $19.95 to $21.95 per month.
The new prices took effect August 28, 2026 for new subscribers. Existing subscribers won’t necessarily see the higher charge immediately. Apple says current customers will receive approximately one month’s notice before the new price applies to their subscription.
And yes, Apple has already updated the Apple TV streaming service itself to show the new $14.99 monthly price.
How Much Does Apple TV Cost Now?
Here’s the new U.S. pricing:
| Plan | Old Price | New Price |
|---|---|---|
| Apple TV Monthly | $12.99 | $14.99/month |
| Apple TV Annual | $99 | $119/year |
| Apple One Individual | $19.95 | $21.95/month |
The monthly increase works out to another $24 per year for subscribers who pay month-to-month.
Paying annually remains the better deal. At $14.99 per month, 12 months would cost $179.88, meaning the $119 annual plan saves roughly $61 per year.
Apple One Family and Premier are not increasing as part of this latest change. Those plans already received price increases in July alongside Apple Music, while Apple One Individual remained unchanged at the time.
Apple TV Has Nearly Tripled In Price Since Launch
The bigger story may be just how quickly Apple TV’s price has climbed.
When Apple launched the service in 2019, it cost just $4.99 per month.
Apple increased the monthly price to $6.99 in 2022, $9.99 in 2023 and $12.99 in 2025 before raising Apple TV to $14.99 in August 2026. The latest jump to $14.99 represents the service’s fourth price increase in four years.
That means someone who subscribed at launch is now paying $10 more every month for the same streaming service.
Put another way, Apple TV now costs roughly three times its original $4.99 launch price.
The latest increase also comes almost exactly one year after Apple raised the monthly subscription from $9.99 to $12.99 in August 2025.
What Do You Get For $14.99 A Month?
Apple TV remains somewhat different from many of its major streaming competitors because the standard subscription doesn’t have a cheaper ad-supported tier.
The service continues to offer its Apple Originals without commercials and allows a subscription to be shared with up to five additional family members through Family Sharing.
Apple has also substantially expanded what subscribers get beyond its original movies and scripted television series.
The current subscription includes Formula 1 in the United States, every Major League Soccer match and Friday Night Baseball, without requiring an additional sports subscription.
On the entertainment side, Apple has developed an increasingly deep lineup of original series, with shows including Ted Lasso, Severance, Silo, Dark Matter, Sugar, Cape Fear, Shrinking, Slow Horses and The Morning Show among the service’s current and recent offerings.
That growing library makes Apple TV a considerably different service than the relatively small $4.99 offering that launched in 2019.
Subscribers are now paying considerably more for it too.
Can You Still Get Apple TV For Free?
Yes.
New subscribers can still get a seven-day free trial before the $14.99 monthly subscription begins.
Apple also continues to offer three months of Apple TV free with the purchase of an eligible new Apple device, subject to Apple’s eligibility and redemption requirements.
Students have another option. The Apple Music Student Plan includes access to Apple TV at no additional charge.
See current Apple TV subscription offers
Does Apple One Cost More Too?
For some subscribers.
The Apple One Individual plan now costs $21.95 per month, up from $19.95.
That bundle combines Apple TV with several other Apple services, including Apple Music, Apple Arcade and iCloud+.
Apple One Family and Premier aren’t changing with the August 28 Apple TV increase, although Apple raised those prices separately in July.
For viewers already paying for several Apple services, Apple One may therefore become increasingly worth comparing against buying Apple TV separately.
Is Apple TV Still Worth $14.99 A Month?
That’s becoming a much more interesting question.
At $4.99, Apple TV was easy to treat as an inexpensive addition to a streaming lineup. Even at $6.99, the relatively small cost made keeping a subscription active between major releases fairly painless.
$14.99 is different.
Apple is now asking subscribers to think of Apple TV as a full-fledged premium streaming service rather than an inexpensive home for a relatively small collection of originals.
There is a stronger argument for that price than there was several years ago.
Apple’s television library has matured considerably, while the addition of Formula 1, MLS and MLB gives sports fans something they didn’t receive from the original subscription.
Apple TV also remains commercial-free rather than placing its most attractive price behind an advertising tier.
But nearly tripling the monthly price in seven years changes the calculation.
Someone primarily interested in one or two Apple series may increasingly decide to subscribe for a month, catch up and cancel rather than leave another $14.99 charge running indefinitely.
And that’s the broader challenge facing every streaming service as prices continue to climb:
The question isn’t simply whether Apple TV has enough good programming to justify $14.99.
It’s whether viewers have room for another $14.99 subscription.
Thomas Miller is the founder and Editor-in-Chief of Seat42F, covering television, movies and streaming entertainment. He launched Seat42F in 2007 and has spent nearly two decades covering the entertainment industry.
