Apple TV Price Rises to $14.99 as Apple One Hits $21.95

Q: When does the new price apply to me?

New subscribers pay the higher price immediately. Existing subscribers are notified roughly one month before their billing amount changes.

Q: Did Apple One go up too?

Yes, the Individual plan moved from $19.95 to $21.95 a month. Family and Premier were raised in July alongside the Apple Music increase.

Q: Which countries are affected?

The August 28, 2026 increases apply to the United States, Brazil, Chile and Mexico.

Q: How can I avoid the increase?

The annual plan still costs less per month than paying monthly, and Apple TV is bundled into Apple One or offered as a trial with new device purchases.

Last updated: August 29, 2026 · Published: August 29, 2026

Apple raised the price of its streaming service again on Friday, pushing Apple TV to $14.99 per month in the United States and lifting the annual plan by 20 percent. The Apple One Individual bundle went up at the same time, the second Apple One increase in barely five weeks.

The company confirmed the new pricing to Apple-focused outlets on August 28, 2026, and the higher rates took effect immediately for new subscribers. Existing subscribers keep their current rate until Apple notifies them, which the company says happens roughly a month before the new charge lands. It is the fourth monthly price increase for the service in four years, and it arrives without the one thing most rivals have used to soften the blow: a cheaper ad-supported tier.

What changed on August 28

Three prices moved. The rest of the Apple One line-up stayed where it was, largely because it had already been repriced in July.

Plan	Old price	New price
Apple TV (monthly)	$12.99	$14.99
Apple TV (annual)	$99	$119
Apple One Individual	$19.95	$21.95
Apple One Family	$28 (raised in July)	Unchanged
Apple One Premier	$40 (raised in July)	Unchanged
Markets affected	—	US, Brazil, Chile, Mexico
Ad-supported tier	None	Still none

The annual plan absorbed the hardest hit. At $119 it is $20 more than before, and the effective discount versus paying monthly narrows from roughly four free months to about three.

A four-year climb from $4.99

Apple launched the service in November 2019 at $4.99 a month, a price widely read at the time as a loss-leader designed to pull people deeper into the Apple ecosystem rather than to fund a content slate. Increases followed in October 2022 and October 2023, then in August 2025, when the monthly price went from $9.99 to $12.99. That 2025 change left the annual plan and the Apple One bundles alone. This one does not.

Cumulatively, the monthly cost has roughly tripled since launch while the service has also dropped the “+” from its name and folded in live sport.

What subscribers get for the extra $2

Apple has been widening the catalogue rather than narrowing it. The service became the exclusive US home of Formula 1 racing under a deal announced in October 2025, with F1 coverage included at no extra charge. Major League Soccer streaming was also folded in this year, removing the separate MLS Season Pass paywall for subscribers. On the scripted side, season four of Ted Lasso landed to strong numbers, the second season of Dark Matter premiered the same day as the price change, and Slow Horses returns for a sixth season on September 16.

Why Apple is pushing prices up

Services have become the growth engine at Apple. In the quarter that ended June 27, 2026, services made up 28.1 percent of company revenue, with hardware supplying the remaining 71.9 percent — and services carry substantially better margins than devices.

Streaming is the exception inside that portfolio. Apple has never published profitability figures for the service, but The Information reported in 2025 that it was the only Apple service not turning a profit, citing sources who put annual losses at more than $1 billion. Without advertising revenue to lean on, incremental price rises are the most direct lever Apple has to close that gap.

The July increases fit the same pattern: Apple Music went from about $10.99 to $12.99 a month, dragging the Apple One Family and Premier tiers up with it. Friday’s move completes the set by catching the Individual tier.

How it compares

Even after the increase, $14.99 for an ad-free plan undercuts the ad-free tiers at the largest rivals — Netflix’s ad-free plans start around $20 a month and Disney+ ad-free starts around $19. The trade-off is library size: Apple’s catalogue remains far smaller than either, built on a comparatively short list of originals plus its sports rights.

The absence of an ad tier is the strategic bet worth watching. Netflix, Disney+, Max and Prime Video all use cheap ad-supported plans to hold on to price-sensitive viewers. Apple is instead testing how much a smaller, ad-free, prestige-leaning service can charge before churn outweighs the extra revenue per subscriber.

Confirmed vs not confirmed

Confirmed	Not confirmed
Monthly price is now $14.99; annual is $119	Whether prices will rise in other countries later
Apple One Individual is now $21.95	Any plan for an ad-supported tier
Increases apply to the US, Brazil, Chile and Mexico	Current subscriber numbers for the service
Existing subscribers get about a month’s notice	Exact profit or loss figures — Apple does not disclose them

Frequently asked questions

How much does Apple TV cost now?

$14.99 per month in the United States, up from $12.99. The annual subscription is $119, up from $99.

When does the new price apply to me?

New subscribers pay the higher price immediately. If you already subscribe, Apple says you will be notified roughly one month before your billing amount changes, so your next charge may still be at the old rate.

Did Apple One go up too?

Yes, but only the Individual plan, which moved from $19.95 to $21.95 a month. Apple One Family and Premier were not touched this time because both were raised in July alongside the Apple Music increase.

Which countries are affected?

The August 28 increases apply to the United States, Brazil, Chile and Mexico. Other regions were unchanged as of publication.

Is there a cheaper ad-supported plan?

No. Apple TV remains ad-free at every price point, unlike Netflix, Disney+ and most other major services that offer discounted plans with commercials.

How can I avoid the increase?

Switching to the annual plan still costs less per month than paying monthly, though the annual price also went up. Apple TV is also bundled into Apple One, and the service is periodically included with new device purchases as a promotional trial.