Apple TV Officially Announces Another Price Increase

Audiences are living firmly in the middle of the streaming inflation era. Price hikes are about a yearly occurrence for the major entertainment platforms nowadays, with 2026 alone already seeing subscription costs for all of Paramount+, Netflix, YouTube Premium, Prime Video, and Crunchyroll escalate. In August alone, Peacock jumped up an extra dollar for its select plan, two dollars for premium with ads, and three for ad-free in anticipation of the NFL and NBA seasons, while ESPN is also set to raise prices next month. Yet another service is now following suit with a fairly hefty hike across the board for U.S. customers.

Effective immediately on August 28, Apple TV will see its monthly rates rise to $14.99, up from $12.99, while its yearly cost will go from $99 to $119. That hike comes almost exactly one year after a three-dollar escalate last August, meaning the streaming subscription has effectively risen by 50% over the past year. New customers will have to pay this up-to-date number right away if they want to get access to series like Severance and Slow Horses, but current subscribers will be given roughly a one-month notice before the change is reflected on their bill. Those looking to take advantage of Apple One, which bundles all of the tech giant’s subscription services in one place, will also face higher costs, as the individual price has been raised from $19.95 to $21.95.

Apple TV has been right there with the rest of streaming with its constant price increases. This latest move marks its fourth in four years and now puts the cost for a monthly subscription at triple what it was when the service first launched in 2019. A lot has changed since then, though. Apple’s once restricted library has now grown to over 300 film and television titles while the brand has become associated with state-of-the-art prestige television, from the aforementioned Severance and Slow Horses to Emmy juggernaut comedies Ted Lasso and The Studio, and acclaimed sci-fi darlings like Foundation and Silo. As its reputation grows with award wins and glowing praise for its programming, so too, however, have profits increased. Apple executives touted record-high viewership last quarter and cited the streamer as one of the major forces behind the company’s services division earning $30.7 billion in that time, a 12% boost from last year.