Archive · 29 Aug 2026
Apple TV Price Rises Again as Monthly Cost Reaches $14.99
Apple TV now costs $14.99 each month in the United States.
This is the fourth price increase since the service launched in 2019.
Its original monthly price was $4.99.
People who already subscribe will be notified before the new price reaches their next bill.
Paying for a full year at once costs $119.
That is cheaper than paying $14.99 every month for a year.
Apple says the service has more popular shows, movies and live sports than it did at launch.
Apple also reported that viewing reached a record high in June.
Some viewers may now decide whether they watch enough Apple TV to keep paying for it all year.
Apple TV’s US monthly subscription price increased from $12.99 to $14.99 for new subscribers.
The annual plan rose from $99 to $119, while existing customers will receive about a month’s notice.
The service’s monthly price has increased four times since launching at $4.99 in 2019.
Apple TV has expanded its catalog and added live sports, including Formula 1, Major League Soccer and Friday Night Baseball.
Apple also raised the Apple One Individual bundle price from $19.95 to $21.95 per month.
- Who
- Apple and subscribers to its Apple TV streaming service.
- What
- Apple raised Apple TV’s US monthly price to $14.99 and its annual price to $119.
- When
- The latest increase took effect on Friday the 28th for new subscribers; existing customers will receive about a month’s notice.
- Where
- The United States.
- Why
- The increase comes as streaming companies raise prices and as Apple TV expands its content and reports record-high viewership.
Subscriber concerns
Apple’s case for higher prices
Value of the subscription
Subscriber concerns
At $14.99 per month, viewers may question whether they watch enough content to justify keeping Apple TV year-round.
Apple’s case for higher prices
Apple TV has added high-profile series, films and live sports, while the company says viewership reached an all-time high in June.
Impact of repeated increases
Subscriber concerns
The service has become much more expensive than its $4.99 launch price, potentially making it harder to keep alongside other subscriptions.
Apple’s case for higher prices
Higher prices can generate more revenue from existing subscribers, and Apple TV remains cheaper than some rival premium streaming services.
Annual versus monthly payment
Subscriber concerns
Monthly subscribers would spend almost $180 over a year, increasing the burden for people who do not want a long-term commitment.
Apple’s case for higher prices
The $119 annual plan offers a substantial saving for subscribers who intend to use the service throughout the year.
- New monthly price
- $14.99 in the US
- New annual price
- $119
- Previous monthly price
- $12.99
- Launch price
- $4.99 per month in 2019
- Number of increases
- Four increases in four years
- Apple One Individual price
- $21.95 per month, up from $19.95
- Annual monthly-plan cost
- Almost $180 when paying $14.99 each month