Apple TV Plus Monthly Subscription Price Increases to $14.99

Apple has increased the monthly subscription fee for its Apple TV streaming service to $14.99, a $2 increase from the previous $12.99 rate [1]. The move marks the fourth price hike for the platform in four years, signaling a continued shift away from the service's original 2019 launch price of $4.99 per month [3].

Pricing and bundle adjustments

The price increase is effective immediately for new subscribers, while existing members will be notified of the change approximately one month before their next billing cycle [1]. In addition to the standalone service, the cost of the Apple One individual bundle—which includes Apple Music, Apple Arcade, iCloud+, and Apple Fitness+—has risen from $19.95 to $21.95 per month [2]. Annual subscription costs for the standalone service have also climbed to $119.99, up from the previous $99 price point [3].

Unlike several of its primary competitors, Apple continues to operate its streaming service without an ad-supported tier [4]. The company maintains a strategy of offering a free three-month trial to customers who purchase new Apple hardware, a perk that has remained in place as the service has expanded its library to include over 300 original films and series [4].

Competitive landscape

Apple’s decision to raise prices follows a broader industry trend of increasing costs across major streaming platforms. Peacock recently raised its monthly ad-tier price to $12.99, while ESPN’s unlimited plan is set to increase to $31.99 per month in September [4]. Other major services, including Netflix, Amazon Prime Video, and YouTube Premium, have also implemented price hikes earlier this year [4].

While Apple TV has historically been positioned as a lower-cost option, the cumulative effect of these four price increases has made the service $10 more expensive than it was at its inception seven years ago [3]. The company continues to invest in high-profile content, including the recent fourth season of Ted Lasso and exclusive rights to Formula 1, Major League Baseball, and Major League Soccer, to maintain subscriber retention despite the rising costs [2].

What to watch

• August 28, 2026: The date when the new pricing structure becomes effective for all existing subscribers [1].
• AppleCare Plus: Reports suggest the company is planning further price increases for its device protection subscription service [2].
• Subscriber Retention: Whether the lack of an ad-supported, lower-cost tier impacts the platform's user growth compared to competitors that offer such options [4].

The central question remains whether Apple’s focus on prestige original content and sports rights will be enough to sustain its user base as the service moves further away from its initial low-cost, high-value proposition. With the platform now entering its fifth year of consistent price increases, the market will be monitoring whether the current audience remains as resilient as it has been during previous hikes [1].