Apple TV Just Got More Expensive Again, and This Marks Its Fourth Price Hike in Four Years

Streaming subscriptions have quietly become one of the biggest recurring expenses in modern entertainment budgets, with nearly every major platform finding a reason to nudge prices upward at least once a year. What started as an affordable alternative to cable has increasingly begun to resemble it, at least when it comes to the creeping cost of staying subscribed.

That trend continued this week, as one of the industry’s more prestige-driven platforms became the latest to ask subscribers to pay a little more for the privilege of staying caught up on its lineup.

Apple TV has hiked its subscription prices in the US, with the monthly plan rising to $14.99 from $12.99 and the annual price increasing to $119 from $99. The changes went into effect Friday, August 28, marking the fourth price increase for the streaming service in four years and pushing its monthly cost to triple what it charged at launch back in November 2019, when it debuted at just $4.99.

According to Deadline, the Individual tier of Apple One, the bundle combining all of Apple’s subscription services, is also increasing from $19.95 to $21.95 per month, while other Apple One plans remain unchanged. Existing subscribers won’t feel the impact immediately, as Apple has confirmed it will notify current customers approximately one month before their next billing cycle reflects the new pricing.

This latest increase follows a familiar pattern that’s played out across the streaming industry throughout 2026. Netflix raised its prices back in March, both YouTube Premium and Prime Video followed with increases in April, and Peacock implemented its own hike earlier this month, with ESPN Select also set to become more expensive starting next month.

Apple’s own pricing history shows just how steadily costs have climbed since the service first launched. The streamer jumped from $6.99 to $9.99 in 2023, then saw a steep 30% increase from $9.99 to $12.99 in August 2025, before this latest adjustment pushed the monthly rate even higher. According to 9to5Mac, the price hike arrives just weeks after Apple similarly raised prices for Apple Music, following the same broader pattern of the company incrementally adjusting its subscription services throughout the year.

Apple executives have pointed to strong viewership numbers as part of the service’s ongoing momentum, with the company noting in July that Apple TV viewership had hit an all-time high during the previous quarter, even though Apple doesn’t publicly break out specific subscriber counts or financial details for the platform. The service has also built a reputation for awards-season strength, with critically acclaimed titles like “Severance” and “The Morning Show” helping the platform rack up 89 Emmy nominations this year alone.

For subscribers weighing whether the higher price still feels worth it, Apple’s current slate offers a fairly deep lineup, including returning favorites like “Ted Lasso,” “Silo,” and “Presumed Innocent,” alongside newer additions such as “Margo’s Got Money Troubles” and “Widow’s Bay.” Whether that programming justifies yet another price bump will likely come down to how invested individual viewers already are in the platform’s growing catalog of prestige originals.

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