Apple TV+ Raises Prices Again: Monthly Plan Hits $14.99, Annual Jumps to $119
Apple TV+ has raised its U.S. subscription prices for the second time in two years. Effective 28 August 2026, the monthly plan goes from $12.99 to $14.99 and the annual plan from $99 to $119 — increases of roughly 15% and 20% respectively. The new rates apply to both new and existing subscribers, according to Deadline.
Existing subscribers will not be caught off guard. Apple said it will notify current customers approximately one month before the new price takes effect on their billing cycle, per the same Deadline report.
This is the second consecutive August hike. In August 2025, Apple TV+ raised its monthly rate by 30%, from $9.99 to $12.99, while leaving the annual plan unchanged at $99.99. A year on, the annual plan has now been drawn into the increase as well.
Put the two years together and the monthly rate has climbed from $9.99 to $14.99 — a 50% increase since 2025. The annual plan, which held steady through last year's adjustment, has now risen from $99.99 to $119.
For anyone paying month to month, the jump works out to an extra $24 per year. Annual subscribers are paying $20 more than they were before. At $14.99 monthly, Apple TV+ now sits among the more expensive ad-free streaming options in the U.S. market — though Apple does not offer an ad-supported tier, unlike several of its competitors.
Apple has not publicly attributed the increase to specific content investments or licensing costs. The company did not issue a statement beyond confirming the new pricing and the notification window for existing subscribers.
The streaming landscape has seen regular price adjustments across multiple platforms over the past several years, as services weigh subscriber growth against revenue per user. Apple TV+ launched in November 2019 at $4.99 per month — a price it held for nearly three years before its first increase in late 2022.
What this means for subscribers is straightforward: check your billing date. Anyone already on the monthly or annual plan will see the higher charge kick in after the one-month notice period, and the decision to stay or cancel comes down to whether the catalogue justifies the new number.
