Apple TV+ Hikes Subscription Costs: Pricing Changes Explained
Apple has officially announced a subscription price increase for its Apple TV streaming service in the United States, marking the latest shift in the platform’s cost structure. The adjustment, which takes effect immediately for all new subscribers, also impacts the cost of the Apple One Individual bundle.
The New Pricing Breakdown
Effective today, the updated rates for U.S.-based customers are as follows:
- Apple TV (Monthly): $14.99 per month (previously $12.99)
- Apple TV (Annually): $119 per year (previously $99)
- Apple One (Individual): $21.95 per month (previously $19.95)
In addition to the changes in the U.S., Apple has confirmed that pricing for the standalone Apple TV service has also been adjusted in Brazil, Chile, and Mexico. No other international markets have been affected by this specific round of increases.
What Existing Subscribers Need to Know
For those currently subscribed to these services, the price change will not be immediate. Apple confirmed that existing customers will receive a notification via email approximately one month before the new billing rates take effect. Users are encouraged to keep an eye on their inbox over the coming weeks to prepare for their next subscription renewal.
A History of Escalating Costs
This latest move highlights the rapid inflation of Apple’s streaming costs since the service first launched in 2019. When the platform debuted, it was priced at an accessible $4.99 per month. Since then, the service has undergone four separate price hikes:
- 2022: Increased to $6.99
- 2023: Increased to $9.99
- 2025: Increased to $12.99
- 2026: Increased to $14.99
While today’s announcement specifically targets the individual subscription tiers, it follows a broader trend of ecosystem-wide price adjustments. Earlier this summer, in July 2026, Apple increased the costs for both the Apple One Family and Apple One Premier bundles, following a separate price bump for Apple Music. The Apple One Individual plan had remained at its previous price point during that initial summer update, but has now been brought in line with the company’s current pricing strategy.
The price hike comes at a busy time for the platform, which recently saw the highly anticipated return of its hit comedy series Ted Lasso for a fourth season, alongside ongoing developments in the tvOS software ecosystem.
