Apple confirmed the increase on August 28, 2026, and it landed on the exact same month as the service's previous hike — Apple TV went from $9.99 to $12.99 in August 2025, and now from $12.99 to $14.99 a year later. That is two consecutive August increases, and at least the fourth price change since the service launched at $4.99 back in November 2019: $4.99 to $6.99, then $6.99 to $9.99 on February 15, 2023, then $9.99 to $12.99 in August 2025, and now $12.99 to $14.99. That's roughly a 200% climb in under seven years. The service itself was also rebranded from “Apple TV+” to simply “Apple TV” in October 2025, folding the streaming app and the Apple TV+ content library under one name.
The annual plan moved the same way, from $99 to $119 a year, and Apple One's Individual bundle tier — which folds Apple TV in with Music, Arcade, and iCloud storage — went from $19.95 to $21.95 a month at the same time.
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Get Your Virtual Card →The Full Apple TV Price Breakdown
Every plan tied to Apple TV moves up together:
| Plan | Old Price | New Price |
|---|---|---|
| Apple TV (Monthly) | $12.99/mo | $14.99/mo |
| Apple TV (Annual) | $99/yr | $119/yr |
| Apple One Individual | $19.95/mo | $21.95/mo |
New subscribers pay the higher rate right away. Existing subscribers keep their old price until Apple sends a renewal notice roughly a month out, so the exact billing date the increase lands on varies by account rather than hitting everyone on August 28 itself.
Part of an Increasingly Expensive Lineup
A Fortune analysis published September 9, 2026 put a number on the broader trend: the eight major US streaming services — Netflix, Apple TV, Disney+, Hulu, Paramount+, Peacock, HBO Max, and Prime Video — now cost a combined $139.41 a month without ads. Apple TV's $14.99 sits toward the lower end of that group individually — Netflix Premium runs $26.99, Peacock's Premium Plus tier is $19.99, and HBO Max Standard ad-free is $18.49 — but Apple TV has raised its price the most times relative to how long it has existed, at least four hikes in under seven years, compared to services that have been running for over a decade on a slower cadence.
None of those eight services publish a shared price-hike calendar, which is part of the problem for anyone subscribed to several of them: each one lands on its own schedule, so the only way to actually notice all of them is to either follow entertainment-industry news closely or watch each subscription's line item directly.
Apple TV joins ESPN, Peacock, and YouTube Premium on the growing list of 2026 subscription increases — a pattern that is now less an exception and more the default expectation for any streaming service's yearly calendar.
Why the Price Keeps Climbing
Apple has not published a line-item reason for this specific increase, but the pattern matches the rest of the streaming industry in 2026: content budgets keep growing, and platforms that once treated a streaming subscription as a loss-leader for hardware sales are increasingly expected to make the service itself profitable on its own. Every major platform covered in this pattern this year — ESPN, Peacock, YouTube Premium — has cited some version of rising content and infrastructure costs as the backdrop, even when the specific number is a modest $2 a month.
Is It Still Worth Keeping?
At $14.99 a month, Apple TV is still cheaper on its own than most of the other services in that eight-platform comparison — Netflix Premium and Peacock's Premium Plus tier both sit closer to $20-27. Whether it is worth keeping comes down to how much of its specific library actually gets watched relative to that price, the same question worth asking about any subscription after a hike, not just this one. The point of tracking it separately is not to force a cancellation decision — it is to make that decision based on the real, current price instead of whatever number was memorized when the subscription first started.
Why a $2 Increase Is Easy to Miss on a Bundled Card
A $2 monthly bump, or a $2 increase buried inside a larger Apple One bundle charge, is easy to scroll past on a card statement that also covers groceries, gas, and four other subscriptions. That is exactly how these increases become permanent without anyone actually deciding the new price is worth it — not because the value changed, just because nobody caught the line item moving.
Putting Apple TV on Its Own Card
A virtual card dedicated to Apple TV, or to the full Apple One bundle, turns this into something checkable at a glance instead of something buried in a combined statement — that card's activity shows exactly one subscription, so a price change is an obvious jump the next time it is reviewed. SiraPay's privacy-first onboarding makes this practical: up to five free virtual cards per account, no facial verification, no lengthy review.
Setting it up:
- Sign up on SiraPay and complete the privacy-first onboarding
- Fund a card with crypto or a supported fiat top-up
- Generate a free virtual card and label it for Apple TV or the full Apple One bundle
- Enter the card number, expiry, and CVV at checkout exactly like any other Visa/Mastercard
- Check that card's activity on its own each month instead of scrolling a combined statement
The same approach works for the rest of a streaming lineup, not just Apple TV — a second card for Netflix and Disney+, a third for music and gaming subscriptions — each one showing exactly what it costs without anything else mixed in. Anyone managing several of the eight services in that $139.41-a-month combined figure gets the clearest picture by giving each one, or each small cluster, its own card rather than trying to mentally track price changes across a single shared statement.
Quick Answers
Do existing subscribers pay the new price immediately?
No — Apple notifies existing subscribers roughly a month before their next renewal at the new rate. Only new sign-ups are charged $14.99 right away.
Does this affect the Apple One bundle price too?
Yes — the Individual tier of Apple One, which includes Apple TV alongside Music, Arcade, and iCloud storage, rose from $19.95 to $21.95 a month at the same time.
Is this a US-only price change?
The confirmed figures in this article are for US pricing. Apple has a history of adjusting international pricing separately and on its own timeline, so a price in another country may not move on the same date or by the same amount.
What happens if I cancel instead of paying the new price?
Apple TV, like most streaming services, typically lets access continue through the end of the current billing period even after cancellation, rather than cutting access off immediately — worth confirming in the account's own settings before relying on it, since exact cancellation behavior can change between updates.
Final Thoughts
Apple TV's increase is small on its own — two dollars a month, twenty a year — but it is at least the fourth hike in seven years and the second August increase in a row, landing in a year where the combined cost of the major streaming services has crossed $139 a month without ads. The fix is not tracking every price-hike announcement as it happens; it is keeping each subscription's real cost visible on its own card, so a change shows up the moment it happens instead of blending into everything else.
