Apple TV is raising its subscription price for the second time in just over a year, pushing the monthly cost of the streaming service to $14.99 in the United States.
The new monthly rate represents a $2 increase from the previous price of $12.99. Apple has also raised the annual subscription from $99 to $119, while the Apple One Individual bundle is increasing from $19.95 to $21.95 per month.
The higher prices took effect for new subscribers on August 28. Existing customers will receive approximately one month’s notice before the new rate appears on their bills, according to reports from Variety and 9to5Mac.
Apple TV Now Costs Three Times Its Original Price
Apple launched the service as Apple TV+ in November 2019 for $4.99 per month. At the time, its comparatively low price helped distinguish it from larger streaming platforms with deeper libraries.
That introductory price has since become a distant memory.
Apple raised the monthly subscription to $6.99 in 2022 and then to $9.99 in October 2023. Another increase in August 2025 brought the price to $12.99. One year later, the service has reached $14.99 per month—three times its original price.
The latest change is a roughly 15% increase for monthly customers. The annual plan is rising by approximately 20%.
Subscribers paying by the year will continue to receive a significant discount. At $119 annually, the service works out to approximately $9.92 per month, saving customers nearly $61 compared with paying the new monthly price for an entire year.
However, that annual discount is proportionally smaller than before. The previous $99 annual price saved subscribers about 36% compared with 12 months at $12.99. The new annual plan saves approximately 34%.
Apple Is Adding More Sports to the Subscription
The price hike arrives as Apple expands the amount of live sports included with its streaming service.
Apple TV subscribers in the United States now receive every Formula 1 race, qualifying session, and practice session as part of the standard subscription. Apple has also incorporated every Major League Soccer match into the service without requiring the separate MLS Season Pass subscription that was previously needed.
Friday Night Baseball remains part of the lineup as well, with two Major League Baseball games available each Friday during the regular season.
A clip from MLB – YouTube, MLB
Apple’s official Apple TV subscription page now lists the $14.99 monthly rate and highlights Formula 1, MLS, Friday Night Baseball, and the service’s original films and television programs. The company continues to offer a seven-day trial and allows subscribers to share their membership with as many as five family members.
The added sports rights give Apple a clearer explanation for the higher cost. They also broaden Apple TV beyond its original identity as a relatively small, ad-free collection of prestige films and television series.
The question for subscribers is whether those additions provide meaningful value for people who don’t watch Formula 1, MLS, or baseball.
Apple TV Built Its Reputation on Quality Instead of Volume
Unlike Netflix, Disney+, Paramount+, and other competitors, Apple TV does not offer a massive library of licensed movies and older television programs. Its strategy has primarily centered on exclusive originals supported by major stars and expensive production values.
The service has produced critically acclaimed series including Severance, Ted Lasso, Slow Horses, The Morning Show, The Studio, and Shrinking. Its film catalog has included CODA, which became the first movie released by a streaming service to win the Academy Award for Best Picture.
Tramell TIllman as Seth Milchick in Severance – Apple TV
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Apple has continued expanding that original lineup with new seasons and high-profile productions. Even so, the service’s smaller catalog means customers may judge a $14.99 subscription differently from similarly priced platforms containing decades of acquired programming.
That tension has followed Apple TV throughout its existence. The service frequently earns praise for the quality of its strongest shows, but its limited volume makes it particularly suitable for subscription cycling: customers can cancel, wait for several desired programs to accumulate, and return for one or two months.
Another price increase could encourage more viewers to adopt that approach.
Apple One Is Becoming More Expensive, Too
Apple is also increasing the Individual tier of Apple One from $19.95 to $21.95 per month.
That bundle includes Apple Music, Apple TV, Apple Arcade, and 50GB of iCloud+ storage. Despite the $2 increase, customers already paying for multiple Apple services may find that Apple One offers more value than purchasing Apple TV separately.
The Dislike ratio for The Savant trailer on YouTube – YouTube, Apple TV
The Apple One Family and Premier plans are unchanged in this round of increases. Apple raised those plans when it increased Apple Music prices earlier in the summer but left the Individual plan untouched at the time.
For customers who primarily want Apple TV, the annual subscription remains the least expensive standard option. Subscribers interested in music, cloud storage, and games may have more reason to consider Apple One now that the standalone streaming service costs nearly $15 per month.
Streaming’s Low-Price Era Is Over
Apple TV’s new price is another sign of how thoroughly the streaming market has changed.
Services once competed to undercut cable and attract customers with inexpensive, flexible subscriptions. As platforms invested billions of dollars in original programming, sports rights, and international expansion, those introductory prices steadily disappeared.
Apple TV has retained one increasingly uncommon advantage: its standard subscription remains ad-free. The company has not introduced a cheaper advertising-supported tier.
Cristo Fernández as Dani Rojas in Ted Lasso – Apple TV, YouTube
That makes the service easier to understand than competitors with several combinations of advertisements, video quality, download restrictions, and household limitations. It also means customers have no lower-priced option if they consider $14.99 too expensive.
Apple is betting that its collection of prestige programming, expanding sports coverage, family sharing, and lack of commercials can justify a monthly price that has tripled in less than seven years.
For longtime subscribers, however, the latest increase may be the moment Apple TV stops feeling like streaming’s affordable boutique service and starts facing the same scrutiny as every other major platform.
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