Apple TV Raises U.S. Price to $14.99 as Streaming Costs Keep Climbing

Apple has raised the U.S. price of Apple TV to $14.99 a month, up from $12.99, in another test of how much streaming customers will pay for a growing but increasingly expensive collection of services. The annual Apple TV plan now costs $119, compared with $99 previously. The new rates took effect August 28 for new subscribers, while existing customers are expected to receive about one month’s notice before the higher charge reaches their accounts.

The company’s Apple TV page now displays the $14.99 monthly price after a seven-day free trial, providing direct confirmation of the new entry point. Apple also increased the Apple One Individual bundle to $21.95 a month from $19.95. MacRumors, Ars Technica, 9to5Mac and the Los Angeles Times separately reported the changes, including the annual-plan increase and the transition period for current subscribers.

The monthly rise is $2, or about 15.4 percent. The annual increase is $20, or just over 20 percent, making the yearly plan a more noticeable adjustment even though it still offers a discount compared with paying every month. For households that rotate among streaming services, the move creates another reason to review active subscriptions rather than allowing several small recurring charges to blend into a larger entertainment bill.

Apple TV launched in 2019 at $4.99 a month and has moved through several price points as its library and ambitions expanded. The service increased to $6.99 in 2022, $9.99 in 2023 and $12.99 in 2025 before reaching the current rate. That history shows how a low introductory price can help establish a streaming product, while the later economics depend on converting early adoption into a business that supports expensive films, television series and sports rights.

Apple’s pitch remains centered on an ad-free catalog of original programming, including series such as Ted Lasso, Silo and Slow Horses. The company has also added live sports, with Friday Night Baseball, Major League Soccer and Formula 1 among the offerings highlighted on its site. Those additions broaden the service beyond prestige television, but sports rights can raise costs quickly and may be valuable to a different group of viewers than scripted entertainment.

The latest increase lands in a market where nearly every major streaming company has been pushing prices upward, adding advertising tiers or redesigning bundles. Netflix, Disney, Warner Bros. Discovery, NBCUniversal and others are balancing subscriber growth against the need to improve margins. For consumers, the result is a market that increasingly resembles the cable bundle it once promised to replace, except that the bill is divided among multiple apps with separate renewal dates.

Apple has a structural advantage because entertainment subscriptions sit inside a broader ecosystem of devices, software and services. A customer may encounter Apple TV through a free hardware promotion, an Apple One bundle or a family-sharing arrangement rather than purchasing it as a standalone product. That flexibility can soften resistance to a price increase. It can also make the true cost of any single service harder to evaluate when several products are combined.

The higher Apple One Individual price illustrates that connection. A bundle can appear more attractive as standalone services get more expensive, but its value still depends on whether a customer regularly uses the included products. People who mainly want television may save by subscribing for a few months around specific releases. Heavy users of music, cloud storage and other Apple services may see the bundle differently. The correct comparison is personal usage, not the advertised number of features.

For Apple, the central question is whether the programming slate can support another increase without creating meaningful churn. A price change does not need to drive millions of immediate cancellations to matter; it can influence how often customers pause, which shows they wait to binge and whether they return after a promotion ends. Those behaviors shape lifetime value, an increasingly important metric as the streaming business matures and easy subscriber growth becomes harder to find.

Customers should check their renewal date, plan type and any bundled access before reacting. Existing subscribers are not expected to face the new charge without notice, and some viewers may already receive Apple TV through a package. The increase is nevertheless clear: Apple is asking its U.S. audience to assign more value to the service. The coming months will show whether that confidence is matched by customer loyalty or by another wave of subscription rotation.