Apple raises US streaming prices as monthly Apple TV tier reaches $14.99

New subscription pricing

Apple increased subscription prices across several markets on August 28, 2026, lifting the monthly rate for Apple TV in the United States from $12.99 to $14.99. The annual plan rose by $20, shifting from $99 to $119 per year. The company also adjusted the individual tier of Apple One, which combines Apple TV with Apple Music, Apple Arcade, and iCloud+ storage, from $19.95 to $21.95 per month. The price adjustments took effect immediately for new subscribers. Existing customers will receive notification approximately one month before the new rates apply to their billing cycle. Beyond the United States, the changes also apply in Mexico, Brazil, and Chile, while pricing in Spain remains unchanged at €9.99 per month. Apple One Family and Premier tiers remain at their current rates.

Fourth increase in four years

The adjustment represents the fourth price increase for Apple TV across the span of four years. At its debut in 2019, the streaming service launched at $4.99 per month, meaning the monthly fee has tripled over that period. The previous price hike occurred in August 2025, when the monthly subscription moved from $9.99 to $12.99. The company has expanded its sports and original production portfolio since debut, adding live broadcasts for Major League Soccer, Major League Baseball, and Formula 1 racing in the United States. In theatrical and award circuits, Apple became the first streaming service to secure the Academy Award for Best Picture with CODA in 2022, and distributed the 2025 Brad Pitt film F1.

Broader streaming and hardware pressures

The price adjustment follows rate increases across competing streaming services over the past two years. Competitors including Netflix, Prime Video, YouTube Premium, Disney+, Hulu, and Paramount+ have all implemented price increases, with Peacock raising prices earlier in August 2026 and ESPN planning rate hikes for September. Apple does not publicly report exact subscriber counts, but Reuters estimates Apple TV has approximately 60 million subscribers. By comparison, Netflix reported more than 325 million subscribers at the end of 2025, while Paramount+ counted 81.6 million and Peacock held 48 million as of late June. Rising operational expenses in the tech sector also stem from memory shortages, with hardware component prices increasing due to component demand for artificial intelligence data centers.

Content lineup and executive transition

The rate change arrives during the fourth season of Ted Lasso, which premiered on August 5, 2026, and follows 89 nominations for Apple productions at the upcoming Emmy Awards. Those nominations include the comedy series Widow's Bay and drama series Pluribus, alongside returning programs such as Severance, Shrinking, and The Studio. The announcement coincides with the final week of Tim Cook serving as Apple chief executive officer ahead of John Ternus taking leadership. Apple has scheduled a hardware product event for September 9, 2026, where it plans to introduce updated iPhone models, including its first foldable device.