Apple One and Apple TV subscription prices increase by up to 20 percent

Apple has raised the prices of its Apple TV streaming service and Apple One subscription bundle in the United States, adding to a series of recent price increases across the company’s growing services business.

The latest changes took effect on August 28, 2026, with the biggest increase affecting Apple TV’s annual subscription, which has climbed from $99 to $119—a roughly 20 percent increase.

Apple TV Gets More Expensive

Apple TV’s monthly subscription has increased from $12.99 to $14.99, adding $2 per month for subscribers. The annual plan has risen by $20, from $99 to $119.

That means customers paying monthly will now spend about $180 per year if they maintain the subscription for 12 months, compared with roughly $156 under the previous monthly price.

The annual option remains cheaper than paying month-to-month, but the upfront cost has increased considerably.

Apple TV originally launched in 2019 at $4.99 per month. The latest increase means the service now costs roughly three times its original monthly price.

Apple One Individual Plan Also Increases

Apple has also raised the price of the individual Apple One bundle. In the U.S., the Individual plan now costs $21.95 per month, up from $19.95.

The Individual Apple One subscription combines several Apple services, including Apple TV, Apple Music, Apple Arcade and iCloud+ storage.

Apple One Family and Premier pricing is not changing as part of this particular increase. Those plans were already adjusted recently following Apple’s earlier Apple Music price increases.

New U.S. Prices

The annual Apple TV increase represents approximately 20 percent, while the monthly Apple TV and Apple One Individual plans each rise by about 15 percent and 10 percent, respectively.

Why Is Apple Raising Prices?

Apple has not provided a detailed public explanation specifically for this latest price increase. However, the company has been investing heavily in its services business and expanding Apple TV’s content and live-sports offerings.

Apple TV has become increasingly focused on premium original programming and sports rights. Its programming lineup includes major original series and films, while the company has also expanded into live sports coverage, including Formula 1, Major League Soccer and Major League Baseball.

The price increase also comes during a broader period of rising streaming costs. Major streaming platforms have increasingly raised subscription prices as they look for ways to improve revenue and offset the costs of producing and acquiring content.

Another Price Increase for Apple TV

The latest change marks another significant increase for Apple’s streaming service.

Apple TV has moved from being one of the cheaper major streaming subscriptions to a considerably more expensive option. At $14.99 per month, it now sits firmly in the premium streaming category.

For existing subscribers, the higher price means their next billing cycles will eventually cost more. Apple is expected to notify affected customers ahead of the new charge.

What This Means for Subscribers

For people who watch Apple TV regularly, the higher price may still be worthwhile depending on how much they value Apple’s original programming and sports coverage.

However, customers who subscribe primarily for one or two shows may find the increase harder to justify. The annual plan continues to provide a discount compared with paying the monthly rate for a full year, although its price has also increased.

Apple One could become relatively more attractive for customers who already pay separately for Apple Music, iCloud+ and other Apple services. Bundling those services can provide better overall value than subscribing to each individually.

Apple Continues to Push Its Services Business

The latest price increases highlight Apple’s broader strategy of generating more revenue from subscriptions and digital services.

Apple has steadily expanded its services portfolio, including Apple Music, Apple TV, Apple Arcade, iCloud+, Apple News+ and Apple Fitness+. The Apple One bundle is designed to bring many of those services together under a single monthly subscription.

As Apple continues investing in original content, cloud services and sports programming, subscribers may see further pricing changes in the future.

For now, the latest increase means U.S. Apple TV customers will pay $14.99 per month or $119 per year, while the Apple One Individual plan rises to $21.95 per month.