Apple TV subscribers in the U.S. are being hit with another price increase, with the latest one pushing the cost of a subscription up to $14.99 a month. The increase goes into effect today for new subscribers and will impact existing subscribers soon enough.
What You Need to Know
- Apple is raising the monthly and annual prices for its streaming service.
- This marks the fourth major subscription price increase since 2022 for Apple TV.
- The latest price hike also affects subscribers to the base Apple One bundle plan.
With the cost of an Apple TV subscription having now increased to $15/mo, Apple has added another $2 to the monthly cost.
This monthly increase has also now resulted in an increase to yearly subscriptions, with the annual plan having jumped from $99 to $119 a year.
Although now in effect for new subscribers signing up, existing subscribers do have a little more time before they see the cost of their subscription increase.
As is typically the case with streaming service price hikes, the exact date an individual existing subscriber will see their price increase depends on their individual billing cycle.
For those subscribed to Apple One to access Apple TV, the cost is increasing here as well. Along with a $2 increase in standalone Apple TV subscriptions, the cost of Apple One has increased by the same amount, jumping from $19.95 to $21.95.
The Cost of Apple TV Continues to Climb
While Apple TV previously did a good job of keeping the subscription price of its streaming service low, that changed in recent years.
After first jumping from $4.99 to $6.99 a month in 2022, another $3 was added to the cost in 2023, increasing the monthly price to $9.99. Following yet another $3 price increase in August 2025, the cost rose to $12.99 a month.
With $2 added again today, this marks the fourth major price increase for Apple’s streaming service since 2022. Overall, the cost of an Apple TV subscription has now increased $10 since launch.
The price increase also follows the recent increase in the cost of Apple TV hardware.
Back in June, the price of an Apple TV 4K streaming player massively increased, jumping $70 for the standard model and $100 for the Wi-Fi + Ethernet with 128GB storage version.
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