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Apple TV Raises Monthly and Annual Prices to $14.99 and $119, Joining a Wave of Streaming Hikes
Apple announced on Friday, August 28 2026, that its streaming service will increase its U.S. subscription fees. The monthly rate will rise from $12.99 to $14.99, and the annual plan will go from $99 to $119. The change also affects the Apple One Individual bundle, which will increase from $19.95 to $21.95 per month.
Apple’s price move follows a pattern that began in 2024 when the company first raised its subscription fee. The new monthly price represents a 50 % increase over the two‑year period and a 200 % rise since the service’s launch in November 2019. The annual price, while $20 higher than the previous $99, does not follow Apple’s typical rule of setting the yearly rate at ten times the monthly fee—a practice that started last year when the company introduced a standalone annual plan.
The price hike is part of a broader trend across the streaming market. In January, Paramount+ increased its Essential and Premium tiers by $1 each. Netflix raised its Standard and Premium plans by $2 in March. Peacock added $1 to its Select tier, $2 to Premium, and $3 to Premium Plus in August. Disney announced a $3 increase to its legacy bundle of Disney+, Hulu, and ESPN+ later this month.
Apple’s decision comes as the company continues to invest heavily in original programming. Apple TV, rebranded from Apple TV+ in late 2025, has produced award‑winning content such as Ted Lasso and CODA. The service, which is available on Apple devices, Roku, Amazon Fire TV, and select smart TVs, has more than 45 million paid memberships worldwide.
Apple One bundles Apple TV with other services, including Apple Music, Apple Arcade, and iCloud storage. The Individual tier now costs $21.95 per month, a direct reflection of the $2 increase to the standalone Apple TV subscription. The Family and Premier tiers, which provide access to the same services for up to six accounts, have not yet been adjusted.
Industry analysts note that the price increases are largely driven by the cost of producing original content and the need to maintain profitability in a crowded market. Apple has announced that it spent over $6 billion on original programming through 2019, and that it plans to invest billions more in the coming years.
The new rates will take effect immediately for both new and existing subscribers in the United States. Apple has not announced any changes to free‑trial periods or promotional offers. Subscribers who are already paying the annual rate will be charged the new $119 fee when their subscription renews.
Apple’s pricing strategy may influence subscriber behavior. Some users may choose to subscribe to a service for a specific show or two and then cancel, a pattern that has been observed in the wake of recent price hikes across the industry.
Apple has not released data on how the price increase will affect its subscriber base or revenue. The company’s broader strategy appears to focus on bundling services and leveraging its ecosystem to retain customers.
The price change is the latest development in Apple’s ongoing effort to monetize its streaming platform. As the company continues to expand its library of original content and integrate sports coverage—such as Major League Soccer matches—Apple TV remains a key component of Apple’s subscription ecosystem.
In the coming weeks, Apple will likely monitor subscriber responses and may adjust its pricing or promotional strategies accordingly. The company’s next major update could come with the release of new original series or the expansion of its sports coverage.
For now, subscribers who wish to continue accessing Apple TV’s catalog will need to pay the updated rates starting on August 28. Existing annual subscribers will see the new price reflected at the time of renewal.
Tags: Apple TV, Apple One, streaming prices, subscription services, Apple, Apple TV+, price increase, Apple TV pricing, streaming industry, Apple TV+ original content, Apple One bundle, Apple TV pricing 2026, Apple TV price hike, Apple TV+ subscription, Apple TV+ price increase
Apple’s price move follows a pattern that began in 2024 when the company first raised its subscription fee. The new monthly price represents a 50 % increase over the two‑year period and a 200 % rise since the service’s launch in November 2019. The annual price, while $20 higher than the previous $99, does not follow Apple’s typical rule of setting the yearly rate at ten times the monthly fee—a practice that started last year when the company introduced a standalone annual plan.
The price hike is part of a broader trend across the streaming market. In January, Paramount+ increased its Essential and Premium tiers by $1 each. Netflix raised its Standard and Premium plans by $2 in March. Peacock added $1 to its Select tier, $2 to Premium, and $3 to Premium Plus in August. Disney announced a $3 increase to its legacy bundle of Disney+, Hulu, and ESPN+ later this month.
Apple’s decision comes as the company continues to invest heavily in original programming. Apple TV, rebranded from Apple TV+ in late 2025, has produced award‑winning content such as Ted Lasso and CODA. The service, which is available on Apple devices, Roku, Amazon Fire TV, and select smart TVs, has more than 45 million paid memberships worldwide.
Apple One bundles Apple TV with other services, including Apple Music, Apple Arcade, and iCloud storage. The Individual tier now costs $21.95 per month, a direct reflection of the $2 increase to the standalone Apple TV subscription. The Family and Premier tiers, which provide access to the same services for up to six accounts, have not yet been adjusted.
Industry analysts note that the price increases are largely driven by the cost of producing original content and the need to maintain profitability in a crowded market. Apple has announced that it spent over $6 billion on original programming through 2019, and that it plans to invest billions more in the coming years.
The new rates will take effect immediately for both new and existing subscribers in the United States. Apple has not announced any changes to free‑trial periods or promotional offers. Subscribers who are already paying the annual rate will be charged the new $119 fee when their subscription renews.
Apple’s pricing strategy may influence subscriber behavior. Some users may choose to subscribe to a service for a specific show or two and then cancel, a pattern that has been observed in the wake of recent price hikes across the industry.
Apple has not released data on how the price increase will affect its subscriber base or revenue. The company’s broader strategy appears to focus on bundling services and leveraging its ecosystem to retain customers.
The price change is the latest development in Apple’s ongoing effort to monetize its streaming platform. As the company continues to expand its library of original content and integrate sports coverage—such as Major League Soccer matches—Apple TV remains a key component of Apple’s subscription ecosystem.
In the coming weeks, Apple will likely monitor subscriber responses and may adjust its pricing or promotional strategies accordingly. The company’s next major update could come with the release of new original series or the expansion of its sports coverage.
For now, subscribers who wish to continue accessing Apple TV’s catalog will need to pay the updated rates starting on August 28. Existing annual subscribers will see the new price reflected at the time of renewal.
Tags: Apple TV, Apple One, streaming prices, subscription services, Apple, Apple TV+, price increase, Apple TV pricing, streaming industry, Apple TV+ original content, Apple One bundle, Apple TV pricing 2026, Apple TV price hike, Apple TV+ subscription, Apple TV+ price increase
