Apple TV+ Raises U.S. Price to $14.99 a Month — Its Fourth Hike Since 2022
Apple is raising the U.S. price of Apple TV+ from $12.99 to $14.99 per month, effective Friday, August 28, 2026. The annual plan climbs from $99 to $119. Both new and existing subscribers are affected, according to Variety.
Apple said existing subscribers will be notified roughly one month before they are charged the new rate. That gives current customers a short window to decide whether to stay, switch to the annual plan, or cancel.
This is the fourth price increase for Apple TV+ in four years. The service launched in November 2019 at $4.99 a month — meaning the monthly fee has now tripled from its original price. The last hike came in August 2025, when Apple raised the monthly rate from $9.99 to $12.99 for new U.S. subscribers and some international markets, per Reuters. Before that, an October 2023 increase added $3, bringing the fee to $9.99 from $6.99, Reuters reported.
Apple is also lifting the price of its Apple One Individual bundle — a package that combines Apple TV+, Apple Music, Apple Arcade, and 50GB of iCloud storage — from $19.95 to $21.95 per month. Apple One launched in September 2020 at $14.95 for that same tier, Apple's newsroom confirmed at the time.
For context on how Apple has been pulling viewers in despite the rising fees: in September 2025, the company announced that buyers of the iPhone 17 Pro or iPhone 17 Pro Max could receive three free months of Apple TV+ with a new subscription, as noted in Apple's newsroom. Promotional offers like that one effectively give new subscribers a grace period before the higher price kicks in.
For existing subscribers, the arithmetic is straightforward. A monthly plan that cost $12.99 will now cost $14.99 — an extra $24 a year. The annual plan, at $119, works out to roughly $9.92 per month, making it the cheaper option for anyone planning to stay subscribed year-round. The gap between monthly and annual pricing has widened, which may push more customers toward the yearly tier.
Apple has not publicly tied the increase to specific content investments or infrastructure costs. The company has not yet commented beyond the pricing change itself.
What is clear from the pattern is that Apple TV+ no longer operates at the low introductory price it set when it entered the streaming market with a thin catalogue and a handful of originals. Seven years on, the fee has moved steadily upward — and each hike has stuck.
