Apple TV streaming price hike: what subscribers pay now

The latest Apple price increase for streaming landed Friday, August 28, 2026: Apple TV now costs $14.99 per month or $119 per year, up from $12.99 and $99. The change took effect immediately, so subscribers could not lock in the old rate before the hike.

Apple TV was one of the last major Apple services to avoid a 2026 price bump — until now. For fans tracking the latest Apple price moves across the company's ecosystem, this hike closes another chapter in a year defined by rising tabs on hardware and subscriptions alike.

If you have followed streaming since the late 2010s, the shift feels stark. What launched as a bargain add-on has become a premium line item on many household budgets. Our Nostalgia: Then & Now coverage exists for moments exactly like this — when yesterday's deal becomes today's sticker shock.

Key Takeaways

• Apple TV streaming rose to $14.99/month or $119/year on August 28, 2026, effective immediately.
• The Apple One Individual bundle increased from $19.95 to $21.95 per month because it includes Apple TV.
• Since its 2019 launch at $4.99/month, Apple TV has climbed $10 — a 200% jump over seven years.
• Apple rebranded Apple TV+ to Apple TV in October 2025; the service focuses on originals and MLS soccer.
• MacBooks, iPads, and Apple Music already saw 2026 hikes; iPhone increases are reportedly next.

How much does Apple TV cost now?

As of Friday, a standalone Apple TV subscription runs $14.99 per month or $119 if you pay annually. That replaces the previous $12.99 monthly and $99 yearly tiers that had been in place since Apple's last increase in August 2025.

There was no grace period. Mashable reported that anyone hoping to renew at the old rate before the change kicked in was already too late — the new pricing applied the moment Apple flipped the switch.

For context, that annual plan now costs $20 more than it did just days ago. Spread across twelve months, the monthly equivalent is roughly $9.92 — a modest savings versus paying month to month, but only if you are committed to the service for a full year.

What changed for Apple One subscribers?

Apple One bundles Apple TV, Apple Music, Apple Arcade, and 50 gigabytes of iCloud storage into a single bill. The Individual tier climbed from $19.95 to $21.95 per month as a direct result of the Apple TV hike.

If you already subscribe through Apple One, you will see the increase on your next billing cycle rather than managing a separate Apple TV charge. That makes the bundle slightly less of a bargain relative to à la carte subscriptions — though the exact math depends on which services you actually use.

How does the latest Apple price compare to launch day?

Nostalgia hits hard here. When Apple TV+ launched in 2019, it debuted at $4.99 per month — an affordable entry point for a brand-new streaming service from a company better known for hardware.

Last August, Apple raised the monthly fee from $9.99 to $12.99 while the service still carried the Apple TV+ name. In October 2025, the company dropped the "plus" and rebranded simply as Apple TV — a cosmetic change that did nothing to slow the upward march on your credit card statement.

Today's $14.99 monthly rate means the service costs three times what early adopters paid at launch. That is a $10-per-month increase over seven years, or $120 more per year than the 2019 introductory price. For households stacking multiple streamers, the creep adds up fast.

Why did Apple raise streaming prices again?

Apple has not issued a detailed public statement tying this Apple TV increase to a specific cause. What is clear is the broader 2026 pattern: Apple has been hiking prices across products and services all year.

In June, MacBooks and iPads saw increases of up to $500. In July, Apple Music rose from $10.99 to $11.99 per month. Apple TV was among the last holdouts — until Friday.

The service itself has also grown substantially since 2019. Unlike other streaming services that focus on distributing third-party movies and TV shows, Apple has focused entirely on original series and films. Flagship titles now include Ted Lasso, Severance, The Studio, and Pluribus. Apple TV also includes all Major League Soccer games, which could be another draw for the service, especially after the World Cup.

Whether that expanded library justifies another $2 monthly bump is a personal calculation — but Apple clearly believes its originals and sports rights support premium pricing.

Is anything at Apple getting cheaper?

Almost everything else is moving in the opposite direction. The iPhone remains the last major product line reportedly spared a 2026 increase — and even that reprieve may end soon. Apple is reportedly planning to raise iPhone prices at its big annual September event in just a few weeks.

There is one quirky exception: the Apple Polishing Cloth, which dropped from $19 to $9. Hardly consolation for streaming subscribers facing a heavier monthly bill, but it underscores how sweeping this year's increases have been.

What should subscribers do next?

Check your Apple subscription settings to confirm when the new rate applies. If you are on Apple One, compare whether the Individual tier still beats subscribing to each included service separately at the updated prices.

Consider whether you are actively watching Apple TV originals or MLS matches enough to justify $14.99 per month. If you signed up mainly for one or two shows, finishing those series and pausing until the next must-watch release lands may save real money.

For authoritative pricing details, consult Apple's official Apple TV page, which reflects current U.S. subscription rates. Mashable's reporting on the August 28 hike remains the primary source confirming the immediate effective date and exact dollar amounts.

The latest Apple price story is bigger than one streaming tab. It is part of a year-long reset across Apple's catalog — from laptops on your desk to playlists in your ears to the shows on your screen. Seven years ago, Apple TV felt like a throw-in. In 2026, it is priced like a main event.