Apple TV raises U.S. subscription price to $14.99 a month

Apple TV has raised the price of its streaming service in the United States, making the monthly plan $14.99 and the annual subscription $119. The change took effect Friday, August 28, and applies to both new and existing customers.

The monthly rate is up $2 from $12.99, while the yearly option has climbed from $99. Existing subscribers are expected to receive notice about a month before the higher charge appears on their accounts, according to information reported by Variety.

A rapid climb from the launch price

The latest increase continues a steep pricing shift for a service that entered the market at $4.99 per month in November 2019. Apple TV increased its monthly fee from $9.99 to $12.99 in August 2025, meaning subscribers have now seen another adjustment one year later.

Apple also raised the price of the individual Apple One bundle, which combines several of the company’s services. TheWrap reports that the bundle now costs $21.95 per month, up from $19.95.

Streaming customers face another higher bill

The move comes as subscription platforms continue to push prices upward while competing through exclusive shows, movies and live programming. Apple TV’s current and upcoming lineup includes returning series such as Ted Lasso, Shrinking and Silo, alongside renewed titles including Severance, The Morning Show and Presumed Innocent.

For customers deciding whether to stay, the increase puts more pressure on the value of the service’s comparatively focused catalog. The annual plan remains cheaper than paying the new monthly rate for a full year, but it now requires an additional $20 upfront compared with the previous price.

The increase is limited to U.S. pricing in the announcements reviewed. Apple’s rates and rollout timing may differ in other markets.