Apple TV Subscription Now at $14.99/Month: The Fourth Hike in Four Years
Apple has once again raised the price of its Apple TV streaming service. This marks the fourth price increase in four years for the platform that launched in 2019 at just $4.99 a month. As of August 28, 2026, the monthly subscription now costs $14.99, up from $12.99. The annual plan has also seen a jump from $99 to $119 per year.
The Apple One bundle — which combines Apple TV with iCloud+, Apple Music, Apple Arcade, and other services — has also been repriced. It has risen to $21.95 per month from $19.95.
Apple is not alone in the streaming price war. Rivals including Netflix, Peacock, and YouTube Premium have all raised prices this year. This reflects the industry-wide push toward profitability. Apple’s decision comes as the company significantly bolsters its content slate. They have secured exclusive Formula 1 broadcast rights in the U.S. and added Major League Soccer at no extra cost.
The fan-favorite series Ted Lasso recently returned for its fourth season. Upcoming titles include new films and series set to debut through the end of 2026. Existing subscribers will receive approximately one month’s notice before the new price takes effect on their accounts.
The price hike also coincides with major changes at Apple’s executive level. CEO Tim Cook is stepping down on September 1. He will be succeeded by John Ternus, with a major product event expected on September 9 in Cupertino, California.
Source: TechCrunch — Apple TV is raising its subscription prices again (Aug 28, 2026)