Apple TV+ Just Got More Expensive Again — Here's What to Know
Apple has raised the Apple TV+ monthly subscription price to $14.99, up from $12.99. The annual plan went from $99 to $119. The Apple One bundle, which combines Apple Music, Apple TV+, Apple Arcade, and 50GB of iCloud storage, rose from $19.95 to $21.95 per month. The new prices take effect for current subscribers as Apple processes the changes (TechCrunch).
This is the fourth price increase for Apple TV+ in four years. The service launched at $6.99 per month in 2019. It went up to $9.99 in October 2023, alongside an Apple News+ price increase to $12.99 (Reuters). Then it rose to $12.99 in August 2025 (Reuters). Now it sits at $14.99. The monthly cost has more than doubled since the service began.
Apple is not alone in raising prices. Netflix raised its prices in March 2026, and Peacock announced a price increase across all of its streaming plans in August 2026 (TechCrunch). The three increases happened within a six-month window, which suggests the whole streaming industry is moving prices up at the same time, rather than each company making an independent decision.
Apple has also built a cross-service bundle to help offset the cost. In October 2025, Apple and NBCUniversal introduced a bundle that includes both Apple TV+ and Peacock Premium for $14.99 per month. They said this saves customers over 30 percent compared to subscribing to each service separately (Apple Newsroom). The MLS Season Pass, Apple's other major subscription on the TV platform, costs $14.99 per month during the season or $99 for the full season (Apple Newsroom).
Apple has been busy on other fronts as well. In July 2025, the company introduced AppleCare One, a $19.99/month plan covering up to three products, with additional devices at $5.99 each (Apple Newsroom). On the hardware side, Apple announced a new Mac Studio with M5 Max and M5 Ultra chips, a refreshed Mac mini with M6 and M5 Pro chips, and the M6 and M5 Ultra chips, which Apple described as a significant leap in performance and AI compute (Apple Newsroom). The company also opened an Advanced Manufacturing Center in Houston on August 13, 2026, and announced changes for apps in the European Union on August 18, 2026 (Apple Newsroom).
Apple's next iPhone launch event is scheduled for September 9, where the company is expected to announce its first foldable iPhone (TechCrunch). New content updates for Sneaky Sasquatch on Apple Arcade were also announced (Apple Newsroom).
For subscribers, the practical question is simple math. Paying $14.99 per month for Apple TV+ adds up to $179.88 over a year. The annual plan costs $119, which is now a much better deal than it was before. The Apple One Individual plan at $21.95/month bundles four services for $6.96 more than TV+ alone, making it the most cost-effective option for anyone who already uses Apple Music and iCloud storage.
The streaming industry has spent the last two years arriving at the same conclusion: the era of cheap, ad-free streaming is over. Every major platform has followed the same pattern. They launch at a low price to attract subscribers, raise the price a little, add a cheaper option that includes ads at the original price, and then raise prices again. Apple's climb from $6.99 to $14.99 over seven years is the clearest example of this pattern. That is partly because Apple TV+ started with a smaller library of shows and movies than its competitors, and has been raising prices as that catalog has grown.
In my view, the most notable thing here is that Apple TV+ still does not offer a cheaper plan with ads. Netflix, Peacock, and Disney+ all have ad-supported plans that cost less. Apple is betting that the quality of its shows, the appeal of its bundles, and the fact that people are already invested in its ecosystem can keep them paying a premium. Whether that holds up as the price gets close to what Netflix charges for its standard and premium plans, between $15.99 and $22.99, is an open question. The fact that Apple is offering a Peacock bundle at $14.99 for two services is, in effect, an acknowledgment that charging $14.99 for Apple TV+ alone may be too much for some households.
Apple's services revenue has been the company's most reliable growth engine, and subscription pricing is what moves that revenue most directly. A $2/month increase across an estimated 25-plus million TV+ subscribers adds up to meaningful recurring revenue, though Apple has not disclosed current subscriber counts for the service. The Apple One bundle increase compounds that effect across the full range of services Apple offers.
For existing subscribers, the simplest step is to look at the annual plan or the Apple One bundle before the new monthly rate takes effect. For the broader market, the message is clear: the price increases that began in 2023 are not finished yet.
