Apple TV climbs to $14.99 a month as Apple also ups Apple One Individual price

Apple is raising the price of Apple TV in the United States, lifting the standalone monthly plan from $12.99 to $14.99 and the annual plan from $99 to $119. The Individual Apple One bundle is going up as well, from $19.95 to $21.95 a month. Family and Premier Apple One plans are unchanged this time.

The new rates take effect immediately for new subscribers as of Friday, August 28, 2026. Existing customers will get about a month’s notice before they are charged the higher amount. MacRumors reports that Apple TV prices also rose today in Brazil, Chile, and Mexico, with no other countries listed as affected.

This is the fourth U.S. price increase for the service since it launched in 2019 at $4.99 a month as Apple TV+. Subsequent jumps took it to $6.99 in 2022, $9.99 in 2023, and $12.99 in August 2025. The monthly price has now tripled from launch.

The move comes weeks after Apple raised Apple Music and the Family and Premier Apple One tiers in July. That earlier round left the Individual Apple One plan untouched; today’s Apple TV increase is what finally pushed that cheapest bundle higher.

Apple has spent the past year expanding what a standard Apple TV subscription includes. Formula 1 races in the U.S. are now part of the regular plan after an exclusive broadcast deal announced last October. Major League Soccer, previously sold as a separate Season Pass, was folded into the main subscription earlier this year. Live sports sit alongside a growing slate of originals, including the record-setting return of Ted Lasso Season 4, the Season 2 premiere of Dark Matter, and Slow Horses Season 6 arriving in mid-September.

Even after the hike, Apple TV remains cheaper than many ad-free rivals. Netflix’s standard ad-free plan is $19.99 a month (premium is higher), Disney+ with Hulu is around $19.99, and HBO Max’s ad-free tiers sit in the high teens to low twenties. Paramount+ is still a dollar cheaper on its comparable plan. Apple’s catalog is smaller than Netflix or Disney’s, but the company has leaned on a higher hit rate for prestige series rather than a vast library.

The timing fits a broader 2026 pattern. Netflix, YouTube Premium, Prime Video, and Peacock have all raised prices this year. Streaming services have treated annual or near-annual increases as routine while they add sports rights, returning hits, and higher production costs. Apple has not broken out Apple TV subscriber counts, but executives said in July that viewership hit an all-time high last quarter.

• New sign-ups pay $14.99 a month or $119 a year starting today.

• Current Apple TV and Apple One Individual customers should watch for an email roughly a month before renewal.

• Apple One Family and Premier customers are not affected by this specific change.

• Annual billing still works out to about $9.92 a month, versus $14.99 billed monthly.

MacDailyNews Take: Whether $14.99 is a fair price depends on how much of the lineup a household actually watches. For viewers who mainly want F1, MLS, Severance, Silo, Slow Horses, and a strong lineup of other originals, the service is still priced below lower-quality rivals. For anyone stacking multiple streamers, another $24 a year is one more increment in a year already full of them.

As always, as Apple One Premier subscribers, we recommend Apple One plans as the most cost-effective way to get Apple services like Apple TV and to make the most of your Apple devices.

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