How much does Apple TV cost now?

Apple TV now costs $14.99 a month or $119 a year in the United States, up from $12.99 a month and $99 a year. The new prices took effect today for new subscribers.

Did Apple One get more expensive too?

Yes, but only the Individual tier. Apple One Individual rose from $19.95 to $21.95 a month as a direct result of the Apple TV increase. The Family and Premier tiers were not touched today since they already increased last month.

When will I actually be charged the new Apple TV price?

Only new subscribers pay the higher price immediately. If you already subscribe, Apple notifies you about a month before your bill switches to the new rate, with emails expected in the coming days and weeks.

Which countries are affected by this Apple TV price increase?

The increase applies in the United States, Brazil, Chile, and Mexico. Apple has not announced changes for other regions as part of this update.

Is this the first time Apple TV has raised its price?

No, it's the fourth increase since the service launched at $4.99 a month in November 2019. Previous hikes came in 2022, 2023, and 2025, before today's jump to $14.99.

Apple TV Jumps to $14.99 a Month, Apple One Also Rises

What actually changed, and what didn't

Only the standalone Apple TV service and the Apple One Individual tier moved today. The changes apply in the United States, Brazil, Chile, and Mexico.

Apple TV monthly: $12.99 → $14.99

Apple TV annual: $99 → $119

Apple One Individual: $19.95 → $21.95 a month

Apple One's Family and Premier tiers are untouched by today's move. Both bundles already went up in price last month when Apple Music's own subscription cost increased, so Apple appears to be spacing out the hikes across its bundle tiers rather than raising everything at once.

The fourth increase since 2019

Apple TV launched in November 2019 at $4.99 a month. Today's change is the fourth price increase for the service since then, following earlier hikes in 2022, 2023, and 2025 that had already pushed the monthly price to $12.99. The service has now more than tripled in cost over roughly seven years.

Apple has expanded what the subscription covers since that 2019 launch, including exclusive Formula 1 broadcasting rights and Major League Soccer streaming that weren't part of the original lineup. Neither company has published a breakdown tying this specific increase to those additions.

Does this affect your iPhone or Mac purchase price?

No. This increase is limited to the Apple TV subscription and the Apple One Individual bundle that includes it — it has no connection to hardware pricing. Apple has separately signaled higher prices are coming for the iPhone 18 Pro lineup this fall, driven by rising memory costs, which we covered when the iPhone 18 Pro price increase was first reported.

What to do if you want to avoid the new price

There's no way to lock in the old rate long-term, but a few options soften the hit:

If you're already subscribed, you'll keep the current price until Apple's one-month notice period ends — no action needed to delay it.
Annual subscribers who renew before their notice period starts may be able to lock in one more cycle at the old $99 rate, depending on when their renewal falls.
Bundle shoppers should compare Apple One Individual's new $21.95 against subscribing to Apple TV and Apple Music separately, since bundling only saves money if you'd otherwise pay for both anyway.

Apple TV isn't alone in raising streaming prices this year. Peacock's Premium and Premium Plus tiers also went up in an August price increase, and Microsoft's Xbox-branded MS NOW membership is launching with its own pricing structure next month.