Apple raised the monthly subscription price for Apple TV from $12.99 to $14.99, a $2 increase roughly 15.4%, effective August 28, 2026 [1, 2, 3]. The annual Apple TV subscription price also rose 20%, from $99 to $119 during the same period [1, 4, 2, 3].
Apple One’s individual monthly subscription plan was increased from $19.95 to $21.95 in the US, while Family and Premier tier prices climbed last month from $26 to $28 and $38 to $40, respectively [1, 4, 2, 3]. Apple One bundles include Apple TV, Apple Music, iCloud+, Apple Arcade, Apple News+, and Apple Fitness+ services [1, 4, 2, 3].
Launched in 2019 as Apple TV+, the streaming service originally charged $4.99 per month and has undergone three price hikes before today’s adjustment [1, 4, 2, 3]. In August 2025, the monthly price was raised from $10 to $13, followed by previous rises in October 2022 and October 2023 [4].
Apple has expanded Apple TV’s content offerings to include popular series like "Ted Lasso" and gained broadcast rights for Formula 1 racing [1, 3]. Despite the increase, Apple TV’s new price remains below some of its major competitors such as Netflix and Disney+, which have ad-free plans starting around $19 to $20 per month [4].
In July 2026, Apple raised Apple Music’s subscription price by $1, citing higher licensing costs [3]. The company’s services revenue grew 12% year-over-year to $30.7 billion in the third quarter, although its gross margin declined slightly [3].
