Apple TV raises US price to $14.99 a month, its fourth increase since launch

Apple has increased the price of Apple TV in the United States to $14.99 a month from $12.99, and its annual subscription to $119 from $99. The Apple One Individual bundle, which combines the video service with Apple Music, iCloud storage and Arcade, rises to $21.95 a month from $19.95. The changes took effect on August 28 for new customers; existing subscribers will be emailed about a month before their next renewal at the higher rate.

According to MacRumors, the new prices apply in the US, Brazil, Chile and Mexico, with no other markets affected for now. The Family and Premier tiers of Apple One were left alone this time, having already gone up in July. Apple confirmed the increases to 9to5Mac but issued no statement explaining them.

It is the fourth hike in the service’s history. Apple TV launched in 2019 at $4.99, moved to $6.99 in 2022, $9.99 in 2023 and $12.99 in August 2025. TidBITS calculates that the monthly plan is now 50 percent dearer than two years ago and 200 percent above the launch price; the latest step alone is a 15.4 percent rise on the monthly plan and 20.2 percent on the annual one.

Why it matters

Apple’s streaming business has changed character since it last adjusted prices. The company has taken on expensive live sports, including Major League Soccer and, from this year, Formula 1 in the US, alongside a slate that now includes a fourth season of Ted Lasso. Those rights carry recurring costs that a $4.99 lifestyle add-on was never designed to cover, and the annual plan’s move to $119 quietly ends the old rule that a year cost the same as ten months.

The increase also fits an industry pattern. Netflix, Paramount+, Peacock and Disney have all raised US prices during 2026, and each round of hikes strengthens the “subscribe, watch, cancel” habit among viewers who rotate between services. Apple’s advantage is the bundle: the MacRumors report notes that Apple One remains the cheapest route to the video service for anyone who already pays for Music or iCloud.

What’s next

Apple has not said whether Europe will follow. In Poland the service still costs 34.99 złoty a month, a price unchanged since October 2022, when it jumped from 24.99 złoty, according to Wirtualne Media and Telepolis. Past US increases have taken several months to reach European storefronts, so the question for the coming quarters is not whether but when.