Apple has raised the price of its Apple TV streaming service in the US to $14.99 a month, up from $12.99, with the annual plan going from $99 to $119. The Apple One Individual bundle, which includes Apple TV, moves from $19.95 to $21.95 a month. It is the fourth increase since the service launched.
Apple TV price increase: what changed and when
The new prices took effect immediately for new subscribers on August 28. Existing subscribers are not billed the higher rate straight away — Apple says they will be notified roughly a month before their next renewal charges at the new price, so watch for an email rather than assuming your next statement is unchanged.
- Apple TV monthly — $14.99, up from $12.99
- Apple TV annual — $119, up from $99
- Apple One Individual — $21.95 per month, up from $19.95
Apple’s own Apple One page now lists the Individual plan at $21.95 per month, confirming that figure directly; the Apple TV service prices themselves come from what Apple told MacRumors and other outlets rather than a published Apple page. One discrepancy in the coverage is worth flagging rather than smoothing over: MacRumors gives the outgoing annual price as $99, while Deadline reports it as $99.99. Apple has not published a before-and-after table, so treat the exact old annual figure as unsettled — the new one, $119, is consistent across reports.
Apple One Family and Premier are unaffected today, because they already went up in July alongside the Apple Music increase. Individual was the plan skipped over then, and it has now caught up.
Which countries are affected
Apple TV also went up in Brazil, Chile and Mexico on the same day. Apple told MacRumors that no other countries are affected, so India, the UK and the rest of Europe keep their current pricing for now. Given that this round follows a July increase elsewhere in Apple’s subscription stack, that is a reprieve rather than a guarantee.
Four increases in seven years
The trajectory is the story here. Apple TV+ launched in 2019 at $4.99 a month as the cheap entrant designed to undercut Netflix while the catalogue was thin. The monthly price went to $6.99 in 2022, $9.99 in 2023, $12.99 in 2025 and now $14.99 — three times the launch price, and each rise arriving faster than a subscriber’s memory of the last one.
The annual plan is where the maths turns least friendly. At $119 for twelve months against $14.99 monthly, paying up front saves about $61 a year, which sounds generous until you notice the annual rate itself just rose by roughly $20 in a single step. Committing for a year to lock in a price has historically been the hedge against exactly this kind of increase; that hedge got $20 more expensive.
If you subscribe mainly for one or two shows, the honest arithmetic is that Apple TV is now a service worth turning on for a month when something you want lands and cancelling afterwards, rather than one worth leaving running. Apple makes that easy — there is no commitment on the monthly plan — and at $14.99 a month it is increasingly the rational way to use it.
