Apple TV Just Got More Expensive — Here's What Subscribers Now Pay

Apple TV costs more in the U.S. as of August 28. The monthly subscription rose from $12.99 to $14.99, and the annual plan went from $99 to $119. Apple’s own subscription page confirms the new $14.99 rate is already live, after a 7-day free trial for new sign-ups.

What Apple TV costs now

• Monthly: $14.99 (up from $12.99)
• Annual: $119 (up from $99)

The new pricing applies to both new and existing U.S. subscribers, though not everyone gets hit with the higher rate on the same day. Existing subscribers are being notified roughly a month before their next billing cycle switches over to the new price, so an existing subscriber’s actual charge depends on where they are in their billing cycle rather than the August 28 announcement date itself.

This is specifically a U.S. price change. Apple hasn’t announced a matching increase for other countries as part of this update, so don’t assume the new $14.99 figure applies outside the U.S. without separate confirmation.

The pattern here isn’t new

This is the fourth time Apple has raised the price of its streaming service in four years. It launched in 2019 at $4.99 a month, meaning the current $14.99 rate is roughly triple where it started. Apple hasn’t published a public explanation for this specific increase, so treat any reasoning beyond that pattern as outside interpretation rather than a stated corporate rationale.

What you’re paying for

The subscription currently covers Apple’s slate of Apple Original series and films, along with live sports the company has folded into the same price: Friday Night Baseball, MLS matches and Formula 1 races, all at no separate cost beyond the base subscription. That’s a broader bundle than what Apple was charging $4.99 for at launch, even if Apple hasn’t tied the price increase to any one piece of it directly.

Apple One, the bundle that packages Apple TV with services like Apple Music and iCloud, also went up alongside this change — the Individual plan moved from $19.95 to $21.95 a month. That’s a separate product from a standalone Apple TV subscription, and the two shouldn’t be confused: you don’t need Apple One to get Apple TV, and this isn’t a change to Apple TV pricing specifically.

If you already subscribe

Existing subscribers should watch for Apple’s notification email ahead of their renewal date rather than assuming the new price applied instantly on August 28. If you haven’t seen a notice yet, your next billing cycle probably hasn’t come up for the switch.