The latest Apple TV price increase takes the service to $14.99 a month in the United States, up from $12.99. New subscribers began paying the higher rate on August 28, while existing customers should receive roughly one month’s notice before their bills change.
The annual subscription has also risen from $99 to $119. Apple’s website now displays both prices, and no further increase has emerged as of August 31, 2026. That may not sound especially reassuring to viewers who remember when the service cost $4.99, because they possess functioning memories and bank statements.
How much more does Apple TV cost?
The monthly increase works out to 15.4%, while the annual plan has climbed by 20.2%. Anyone paying monthly for a full year will spend $179.88. By comparison, the $119 annual option saves $60.88, effectively reducing the monthly cost to about $9.92 for customers willing to commit upfront.
Since launching in 2019, the streaming service has followed a steady upward path:
- $4.99 a month at launch in 2019
- $6.99 in 2022
- $9.99 in 2023
- $12.99 in 2025
- $14.99 in 2026
That amounts to an increase of roughly 200% from the original monthly price. The catalogue has expanded substantially during that period, but so has the bill, which tends to be the detail subscribers notice first.
The increase applies in the United States, Brazil, Chile and Mexico. Apple told MacRumors that no other countries were affected in this round, contradicting reports suggesting European customers would begin paying more in October.
Why live sports now matter to Apple’s pitch
Apple says the subscription remains ad-free, supports Family Sharing for up to six people and includes Formula 1, MLS and Friday Night Baseball at no additional charge. Those sports rights help explain why the company is positioning Apple TV as more than a home for prestige dramas and Ted Lasso reruns.
They also create a familiar streaming problem. Sports rights are expensive, but not every subscriber wants sports. Viewers who joined for films and scripted series still help cover the expanding package, whether or not they plan to watch Formula 1 or Major League Baseball.
Some anonymous social-media comments reproduced by TechRadar made that objection directly. One user wrote: “Love most of the stuff on Apple TV, but EVERY streaming service cant be $15+, somethings gotta give.” Another said they would reconsider subscribing if the price rose any further.
A third complained about paying for sports additions they did not want, while another concluded: “Ted Lasso reruns aren’t worth it.” None of the commenters was identified, so the remarks show frustration rather than a measurable cancellation wave.
Apple is also making its bundles more attractive
The new prices strengthen the financial case for either annual billing or an Apple One bundle. Apple One Individual increased from $19.95 to $21.95 a month, while the Family and Premier tiers remained unchanged.
That structure gives customers several choices, all of which keep them paying Apple. A subscriber can accept the higher monthly fee, commit $119 for a year or move toward a bundle containing other company services. The annual plan offers a meaningful discount, but it also secures a customer for 12 months instead of letting them cancel after one series ends.
Apple TV has no lower-cost advertising tier. Competitors can use commercials to collect more revenue from price-sensitive viewers, but Apple has kept its service ad-free. Ars Technica noted that without an advertising option, raising subscription prices may be the company’s simplest route to earning more from each customer.
Subscriber anger is part of a wider streaming squeeze
Apple is hardly alone in increasing subscription fees. Streaming platforms have repeatedly raised prices as they spend on programming, sports and other exclusives. YouTube Premium also introduced increases in August, with some plans rising by nearly 17%.
The reaction to Apple’s move became mixed online with separate comments from Chief Executive Officer Tim Cook about price increases. Cook had said Apple “reluctantly” raised prices on certain hardware because of memory costs, according to Tom’s Guide. That remark did not concern the Apple TV subscription, despite being attached to some criticism of the streaming increase.
For viewers, the decision is less complicated than the corporate explanation. Apple TV now costs nearly three times its launch price, and its expanding sports offering will appeal only if customers value what has been added. Apple is betting that enough of them will, or that the annual discount and wider Apple One ecosystem will make cancelling inconvenient enough to postpone.
