Apple has increased the price of its Apple TV streaming service in the United States, marking the fourth price hike for the service since it launched in 2019. The monthly subscription has gone from $12.99 to $14.99, while the annual plan has increased from $99 to $119. Apple has also raised the price of its Individual Apple One bundle from $19.95 to $21.95 per month. The changes took effect on August 28. The latest increase applies to the US as well as Brazil, Chile and Mexico. Apple says no other countries are affected by this particular price change.
Apple TV Subscription Gets New US Prices
The latest pricing structure for Apple TV in the affected markets is:
- Monthly plan: $14.99, up from $12.99
- Annual plan: $119, up from $99
- Apple One Individual: $21.95 per month, up from $19.95
The monthly Apple TV subscription has therefore increased by $2, while the annual plan is now $20 more expensive. The Apple One Individual bundle has gone up by $2 per month as well. The higher prices apply immediately to new subscribers. Existing subscribers will not be charged the increased amount immediately. Apple says they will receive notification approximately one month before the new price is applied to their next billing cycle.
Apple TV Price Has Risen Four Times Since Launch
Apple TV originally launched in the US in 2019 at $4.99 per month. Since then, Apple has increased the monthly subscription price four times. The price first rose to $6.99 in 2022, followed by an increase to $9.99 in 2023. It reached $12.99 in 2025 before the latest increase to $14.99 in 2026. This means the service now costs roughly three times its original monthly launch price. The latest increase also comes as Apple continues to expand the service beyond its original focus on Apple-produced shows and films.
Another Price Increase Within a Year
The latest increase also comes only about a year after Apple’s previous Apple TV price hike. In August 2025, the monthly US subscription increased from $9.99 to $12.99. The latest $2 increase now takes the monthly price to $14.99, making Apple TV 50% more expensive than it was before the August 2025 increase. The annual plan, meanwhile, has moved from $99 to $119 in the latest change. The repeated increases show how significantly the cost of Apple’s streaming service has changed since its launch, when the monthly subscription was priced at just $4.99 in 2019.
Apple One Individual Also Becomes More Expensive
The Apple TV price increase has also affected the Apple One Individual bundle. Its monthly price has increased from $19.95 to $21.95. However, the other Apple One tiers have not received another increase as part of today’s change. Apple One Family and Apple One Premier had already received price increases in July, along with an Apple Music price increase.
The Individual plan had not been increased at that time. Apple One combines multiple Apple services under a single subscription, including Apple TV. This makes the latest increase relevant not only to people paying for Apple TV separately but also to subscribers using the Individual Apple One plan.
India Is Not Affected by This Price Hike
For Indian subscribers, there is no change from this particular announcement. Apple’s India website continues to list Apple TV at ₹99 per month after a seven-day free trial. Apple also continues to offer the service through Apple One, with Individual plans starting at ₹195 per month in India. The distinction is important because the latest increase is not a global Apple TV price hike. Apple has specifically identified the US, Brazil, Chile and Mexico as the markets affected by the August 28 change.
What the Price Increase Means for Subscribers
The immediate impact will be felt most by US subscribers who pay for Apple TV separately. New customers will face the higher price from the start, while existing subscribers will have more time before the increased rate reaches their next billing cycle. For annual subscribers, the increase means paying $20 more each year. Monthly subscribers will pay an additional $2 every month compared with the previous rate.
The change also adds to a broader pattern of subscription prices being adjusted as streaming services expand their libraries and add more types of content. Apple TV currently offers original shows and films alongside sports content, including Major League Soccer and Formula 1 coverage in applicable markets.
Conclusion
Apple TV’s latest price increase takes the US monthly subscription to $14.99, with the annual plan now priced at $119. The Apple One Individual bundle has also increased to $21.95 per month. The new rates are effective immediately for new subscribers, while existing customers will receive advance notice before being moved to the higher prices. For Indian users, however, the latest hike does not change the current ₹99 monthly Apple TV subscription price.
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