Apple Announces Fourth Price Increase for Apple TV and Apple One Since 2019
Apple has announced yet another price increase for its streaming service and bundle subscription. This marks the fourth price hike for Apple TV since its 2019 inception. As of August 28, 2026, the monthly Apple TV subscription will rise from $12.99 to $14.99, and the annual plan will increase from $99 to $119. Additionally, the Apple One individual bundle, which includes Apple TV, Music, iCloud+, and Arcade, will also see a price increase from $19.95 to $21.95 per month.
Apple has justified this increase by highlighting the significant expansion of its content library. The service now boasts exclusive U.S. Formula 1 broadcasting rights and Major League Soccer streaming, both included at no additional cost. Popular originals such as Ted Lasso Season 4 and the newly released Dark Matter Season 2 are also part of the package. These new rates will be effective immediately for new subscribers, while existing members will be given approximately one month’s notice before the higher rate is billed.
However, Apple is not the only company to raise prices. Other streaming competitors, including Netflix and Peacock, have also announced similar price increases in 2026. These companies cite the rising costs of content and component shortages, driven by AI infrastructure demand, as the reasons for their increases. Apple’s recent report of $30.7 billion in services revenue — a 12% year-over-year gain — in its most recent quarter, highlights the importance of the services segment to the company’s financial health.
Source: TechCrunch – August 28, 2026