Apple TV has become more expensive in the U.S., with the monthly price rising from $12.99 to $14.99 and the annual price increasing from $99 to $119.
The latest increase took effect August 28, 2026, for new subscribers. Existing subscribers are notified of the change before they are charged the higher price, typically at their next subscription renewal or billing date.
Apple’s latest increase is the fourth U.S. price hike for its streaming service since it launched in 2019. It originally cost $4.99 per month before rising to $6.99 in 2022, $9.99 in 2023, $12.99 in 2025, and now $14.99 in 2026.
The monthly price has tripled since launch. The annual price is now $119, up from $99. Apple continues to offer the service without a lower-priced ad-supported tier.
Apple One pricing has changed, too
Apple One’s Individual plan now costs $21.95 per month, up from $19.95. It includes Apple Music, Apple TV, Apple Arcade, and 50GB of iCloud+ storage.
Apple One Family costs $27.95 per month, while Premier costs $39.95. Family includes 200GB of iCloud+ storage and can be shared with up to six family members. Premier includes 2TB of iCloud+ storage, Apple news+, and Apple Fitness+, and can also be shared with up to six family members.
Apple TV combines Apple Originals with live sports. Its 2026 lineup includes shows such as “Ted Lasso,” “Severance” and “Silo,” along with every MLS match, “Friday Night Baseball” and every Formula 1 Grand Prix in the U.S.
Supported Apple TV content can be available in 4K HDR, Dolby Vision, and Dolby Atmos on compatible devices and with compatible content. Apple does not offer a separate higher-priced Apple TV tier for higher video resolution.
Is Apple One still worth considering?
The latest increase does not automatically make Apple One a poor deal. Subscribers already paying for Apple Music and iCloud storage may find Apple TV cheaper through the bundle. That can make financial sense compared with purchasing several services independently.
The Family and Premier plans allow sharing with up to six people. That spreads monthly costs while combining entertainment, storage and other Apple services under one bill.
The savings have narrowed as Apple has raised standalone prices and bundle prices. Mid-2026 analysis found that users who actively use at least two or three included services can continue receiving meaningful value from Apple One.
Why Apple is raising the price
Apple has not published a line-item explanation for this specific increase in Apple TV. However, the service increasingly depends on expensive original productions, licensing agreements, and sports rights. Those costs can influence subscription economics.
Apple has expanded its sports commitments with Major League Soccer, Major League Baseball, and Formula 1. These agreements involve substantial multi-year commitments, giving the company another reason to generate more recurring revenue from subscribers.
Apple is also emphasizing services as hardware upgrade cycles become longer. This strategy is increasingly important. The company reported $109.4 billion in revenue for its June quarter, with services contributing significantly.
Rivals make the comparison complicated
Apple TV’s $14.99 price remains competitive among ad-free services because 4K HDR and Dolby Atmos are included where supported. Its smaller catalog can still make the value harder to judge.
Netflix offers several plans, with its higher ad-free options costing more than $20 per month. Disney+, Max, and Hulu have also raised prices, while lower-cost ad-supported tiers give budget-conscious customers ways to spend less.
Paramount+, Peacock, and YouTube Premium have likewise changed pricing or tier structures in recent years. For Apple TV subscribers, the comparison is not simply price. It also depends on how often the household watches available originals and sports.
Fun fact: The Major League Soccer agreement with Apple was initially signed as a 10-year, news/broadcast-ott/mls-apple-tv-broadcast-deal-season-pass-contract-november-2025/” data-type=”link” data-id=”https://www.sportspro.com/news/broadcast-ott/mls-apple-tv-broadcast-deal-season-pass-contract-november-2025/” target=”_blank” rel=”noreferrer noopener nofollow”>$2.5 billion pact running through 2032, but it was later adjusted to end early after the 2028–29 season.
Check the next Apple billing date
For existing subscribers, the most immediate step is to check the next bill. Monthly customers should expect the $14.99 rate to take effect at the start of their next billing cycle. Annual customers should see $119 at renewal.
Apple-heavy households should also compare standalone subscriptions with Apple One before accepting the higher cost. Someone already using Apple Music, iCloud+, and Apple TV may still save money by keeping those services bundled together.
Subscribers who mainly joined for a small number of shows should make a different calculation. If those programs are no longer watched regularly, the higher price may be a useful reason to reassess the subscription.
The higher price changes the value
Apple TV remains a straightforward streaming service with no ad-supported tier. There is also no separate charge for supported 4K HDR playback. Its strongest argument is the combination of premium originals, sports, and device flexibility.
The problem is that the service now costs three times its original monthly price. That does not make it poor value. It raises the standard Apple TV must meet for subscribers deciding which recurring bills deserve to stay.
For Apple-focused households, Apple One can soften the increase when several of the included services are already being used. For everyone else, checking viewing habits and the next billing date may be the simplest approach. That can help decide whether $14.99 still makes sense.
TL;DR
- Apple TV now costs $14.99 per month or $119 per year in the United States following its August 2026 price increase.
- Existing subscribers are notified before the higher price is charged, with the increase applying at the applicable future billing date or renewal.
- Apple One now costs $21.95 per month for Individual, $27.95 per month for Family, and $39.95 per month for Premier.
- Apple TV offers Apple Originals, every MLS match, “Friday Night Baseball,” and every Formula 1 Grand Prix in the U.S., with no ad-supported tier.
- Compatible content can support 4K HDR, Dolby Vision, and Dolby Atmos on supported devices.
- Households already using several Apple services can compare Apple One with standalone subscriptions to determine which option offers better value.
This article was made with AI assistance and human editing.
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