Apple TV hikes streaming price in U.S. to $14.99/month
Apple has raised the price of Apple TV in the United States effective immediately, with the monthly plan jumping from $12.99 to $14.99 and the annual plan from $99 to $119. The apple hikes price streaming move also lifts Apple One's individual bundle to $21.95 per month, marking the fourth increase in four years.
The tech giant confirmed the change applies to new and existing U.S. subscribers starting Friday, Aug. 28, 2026. Existing customers will receive notice roughly one month before their accounts are charged the higher rate, according to Apple.
Key Takeaways
- Apple TV's monthly U.S. price rises $2 to $14.99; the annual plan climbs to $119.
- It is the fourth price hike in four years and triples the original 2019 launch rate of $4.99/month.
- Apple One's individual tier increases from $19.95 to $21.95 per month.
- Major rivals including Netflix, Disney+, and Peacock have also raised rates recently.
- Apple TV now offers 300+ originals, live sports, and hit titles like "Ted Lasso" and "Severance."
How much does Apple TV cost now in the U.S.?
Starting Aug. 28, 2026, Apple TV costs $14.99 per month in the United States, up from $12.99. The annual subscription is now $119, previously $99.
When Apple TV+ launched in 2019, the service debuted at $4.99 per month with a limited catalog. The monthly fee has now tripled as the library has expanded to more than 300 original TV shows and movies.
Why is Apple raising streaming prices again?
Apple's latest increase follows a broader industry pattern of regular rate hikes across premium video services. In the past two years, Netflix, HBO Max, Disney+, Hulu, Paramount+, and YouTube Premium have all raised prices.
Peacock increased its rates earlier in August 2026, and ESPN is set to raise streaming prices on Sept. 17. Apple framed the move alongside a significantly larger content slate than at launch, including Emmy-nominated series and Oscar-winning films.
When will existing subscribers see the new charge?
Although the new pricing took effect immediately for the U.S. market on Aug. 28, Apple said existing subscribers will be notified approximately one month before they are billed at the higher rate. That notice window gives current customers time to evaluate whether to keep, downgrade, or cancel.
New subscribers signing up on or after the effective date pay the updated prices from day one.
What else is getting more expensive at Apple?
Alongside the Apple TV hike, Apple raised the individual tier of Apple One from $19.95 to $21.95 per month. Apple One bundles Apple TV, Apple Music, iCloud+, Apple Arcade, Apple News+, and Apple Fitness+ at a discounted rate compared with subscribing separately.
For viewers who rely on multiple Apple services, the bundle change matters as much as the standalone streaming increase.
What content is included at the higher price?
Apple TV's catalog now spans comedy hits such as "Ted Lasso," "The Studio," and "Shrinking," plus dramas including "Severance," "Pluribus," and "The Morning Show." The freshman series "Widow's Bay" is among this year's most Emmy-nominated new shows.
Original films on the service include Oscar winner "CODA" and Brad Pitt's "F1: The Movie," the highest-grossing sports movie worldwide. Subscribers also get live sports coverage, including Formula 1, Major League Baseball, and Major League Soccer.
For ongoing coverage of subscription changes across the industry, see our Streaming & TV Alerts hub. Full pricing details were reported by Variety.