Apple TV price jumps to $14.99, fourth hike in four years

Apple has raised the price of its Apple TV streaming subscription in the United States to $14.99 a month, up from $12.99, with the new rate taking effect on Friday, August 28. The annual plan rose at the same time, from $99 to $119.

New subscribers pay the higher price immediately. Existing subscribers keep their current rate until their next renewal and are notified by email roughly a month before the new charge applies.

The increase is the fourth Apple has applied to the service in four years, and it continues a steep climb from the price the company started with. Apple TV+ launched in November 2019 at $4.99 a month. It went to $6.99 in 2022, $9.99 in 2023 and $12.99 in August 2025, with no increase in 2024. At $14.99, the monthly price is three times the launch figure.

The streaming service was not the only Apple subscription repriced. The Individual tier of the Apple One bundle, which combines several Apple services into a single payment, rose from $19.95 to $21.95 a month. The Family and Premier tiers were left alone this week because Apple had already raised them in July, alongside a change to its music pricing. Subscribers in Brazil, Chile and Mexico also saw adjustments.

Apple did not attribute the increase to any specific new cost. TechCrunch noted that the move lands in a period when technology companies are also lifting hardware prices, citing shortages of memory and other components driven by demand from AI data centre construction.

Streaming services across the industry have repriced repeatedly in recent years, as the early phase of subscriber growth gave way to pressure to turn a profit on expensive original programming.