Apple TV Price Increase 2026: What It Costs Now and How to Pay Less
Updated
Apple TV, the streaming service formerly called Apple TV+, raised its U.S. price again in 2026. As of August 28, 2026, a monthly subscription costs $14.99, up from $12.99, and the annual plan is $119, up from $99. Apple also raised its Apple One Individual bundle by $2. Here's what changed, when existing subscribers pay more, and how to keep the cost down.
Apple TV and Apple One prices at a glance
| Plan | Old price | New price |
|---|---|---|
| Apple TV monthly | $12.99 | $14.99 |
| Apple TV annual | $99 | $119 |
| Apple One Individual | $19.95 | $21.95 |
| Apple One Family | Raised in July | $27.95 |
| Apple One Premier | Raised in July | $39.95 |
Prices are U.S. monthly rates before tax, as listed on Apple's site on October 2, 2026.
When you'll pay the new price
New subscribers have paid $14.99 since August 28. Apple said existing subscribers would get a notice about a month before the new price applies, so many current members are seeing the increase on bills this fall. Look for an email from Apple, or check your subscription in your Apple account settings to see your next renewal price.
How the price has climbed
This is the fourth increase since the service launched at $4.99 a month in 2019. It went to $6.99 in 2022, $9.99 in 2023, $12.99 in August 2025 and now $14.99. That's triple the launch price in under seven years. Apple has added more live sports and original series along the way, but $14.99 puts its ad-free plan in the same range as larger rivals with much bigger libraries.
What about Apple One?
Apple One bundles Apple TV with other Apple subscriptions. On August 28, only the Individual plan went up, to $21.95. The Family plan ($27.95) and Premier plan ($39.95) stayed put because they had already risen in July, when Apple raised Apple Music prices.
The bundle still saves money if you use most of what's in it. Apple One Individual includes Apple TV, Apple Music, Apple Arcade and 50GB of iCloud+. Bought separately at Apple's listed prices, those add up to about $35 a month. If you only watch Apple TV, though, the standalone subscription is cheaper.
Streaming more? Make sure your internet keeps up
Apple TV streams in 4K on supported devices. Enter your ZIP to compare internet plans with room for every screen.
Ways to pay less for Apple TV
- Go annual. At $119 a year, the annual plan works out to about $9.92 a month, much less than paying $14.99 monthly.
- Use the device offer. Apple includes three months of Apple TV with an eligible new Apple device, if you redeem it within the offer window.
- Look at the Peacock bundle. Apple sells Apple TV and Peacock together for $17.99 a month, a good deal if you'd pay for both anyway.
- Bundle through Apple One. Worth it if you also pay for Apple Music or extra iCloud storage.
- Rotate. Subscribe when a show you want is releasing, binge it, then cancel. Apple TV has no long-term contract.
Should you keep it?
Ask yourself how many hours you actually spent in the Apple TV app last month. If it's mostly one or two series, rotating in and out a few times a year may cost less than a full year. If you watch regularly and also use Apple Music or iCloud+, Apple One or the annual plan is the better value. For a wider look at what every major service now costs, see our roundup of 2026 streaming price increases.
Don't forget the internet side
Streaming services keep raising prices, but your internet bill is often the bigger line item. If you're streaming in 4K on more than one TV, you need a plan that handles it. If you're paying for far more speed than your household uses, there may be room to save.
Rethinking your monthly bills?
Streaming price hikes add up. We can help you check whether a better internet deal can offset them.
Frequently asked questions
How much is Apple TV now?
Apple TV costs $14.99 a month or $119 a year in the U.S. after the August 28, 2026 price increase. It was $12.99 a month and $99 a year before.
When do existing Apple TV subscribers pay the new price?
New subscribers paid the new price starting August 28, 2026. Apple said existing subscribers would be notified about a month before the higher price hits their bill.
Did Apple One go up too?
Yes. Apple One Individual rose from $19.95 to $21.95 a month on August 28. Apple One Family ($27.95) and Premier ($39.95) didn't change that day because they had already gone up in July.