Apple TV Raises Subscription Prices Again, Monthly Plan Now $14.99

Apple is hiking the price of its Apple TV streaming service once more, making both monthly and annual subscriptions more expensive for U.S. customers starting August 28.

The monthly plan will jump to $14.99, up from $12.99, while the annual subscription climbs to $119 from $99. The company’s Apple One Individual bundle is also increasing, going from $19.95 to $21.95 per month.

Existing subscribers will receive a notification about 30 days before the new rates take effect on their accounts.

The latest increase marks Apple’s second major price hike in just over a year. Last August, Apple raised its monthly rate by 30 percent from $9.99 to $12.99 while keeping the annual plan steady at $99.

Since launching Apple TV in 2019 at $4.99 per month, the service has become significantly more expensive. Month-to-month subscribers will now pay roughly $180 annually, though the annual plan remains the better deal for committed viewers.

The price increases come as Apple continues to invest heavily in original programming and attract viewers with shows like Severance, Silo, Slow Horses, and Ted Lasso. The company reported record viewership during its most recent quarter, though it doesn’t publicly release subscriber numbers.

Apple’s Services business, which includes Apple TV, generated $30.7 billion in revenue during the June quarter, a 12 percent increase year-over-year.

Unlike rivals Netflix and Disney+, Apple TV still lacks an ad-supported tier in the U.S., meaning subscribers have no cheaper alternative if they want access to the platform’s exclusive content.

Apple’s decision reflects ongoing pressure across the streaming industry, where companies are raising prices to improve profit margins and offset production costs. The moves have forced some viewers to reassess their subscriptions as entertainment expenses climb.

For Apple, the gamble is that hit shows and sports programming will keep subscribers loyal despite the higher cost.