Apple TV+ Gets Its Second Price Hike in a Year, Now $14.99/Month
Apple has raised the monthly price of Apple TV+ from $12.99 to $14.99 for both new and current subscribers, with the annual plan moving from $99 to $119. The increase is effective immediately; existing subscribers will be notified before their next billing cycle. The individual Apple One bundle also rose from $19.95 to $21.95 per month. The Verge
Deadline and Variety first reported the rate increases.
This is Apple's second Apple TV+ price hike in roughly twelve months. In August 2025, the company raised the U.S. monthly price from $9.99 to $12.99, a 30 percent jump (Variety; Deadline). The new $14.99 rate means the service now costs 50 percent more than the $9.99 price that was in place before August 2025.
The hike lands weeks after Apple premiered the fourth season of Ted Lasso on Apple TV+, its flagship original series. It also follows a broader pricing push across Apple's hardware and services portfolio. Earlier in 2026, the company raised prices on nearly all of its devices, and Apple was reportedly planning increases to AppleCare Plus subscription pricing as well.
The Apple One Individual plan, which debuted at $14.95 per month in September 2020 and bundled Apple Music, Apple TV+, Apple Arcade, and 50 GB of iCloud storage (Apple Newsroom), now sits at $21.95. That is a $7 increase, or roughly 47 percent, over the original launch price, though the bundle's storage tier and component pricing have shifted over the intervening years.
Apple's pricing now contains an awkward gap. The standalone Apple TV+ monthly subscription and the Apple TV+ / Peacock Premium bundle, introduced in October 2025 at $14.99 per month (Apple Newsroom), now cost the same amount. Apple markets the bundle on apple.com as offering Apple Originals plus Peacock's live sports and TV library for that $14.99 figure. A subscriber paying month-to-month now has no financial reason to choose standalone Apple TV+ over the bundle. Apple is, in effect, using the standalone price to push subscribers toward the bundled offering and toward the annual plan, which at $119 per year works out to $9.92 per month, a meaningful discount from the new monthly rate.
Whether that is the intent or an accepted byproduct, the structure nudges subscribers toward commitments that reduce churn risk for Apple. The annual plan locks subscribers in for twelve months. The bundle deepens the relationship with NBCUniversal and makes the TV+ proposition harder to abandon when Peacock content is part of the same bill.
In the Canadian market, Apple's site already listed Apple TV+ at $14.99 CAD per month after a seven-day free trial (Apple Canada), a figure that now aligns with the U.S. price in numeric terms, though currency differences mean the Canadian rate remains lower in absolute dollars.
The streaming industry has been through several pricing cycles since the sector's competitive buildout, and sequential annual increases are not unprecedented among major platforms. What stands out here is the speed. Two increases of 30 percent or more in consecutive years, applied to a service that launched at $4.99 per month and moved to $9.99 only after adding MLB Friday Night Baseball and a broader original-content slate, compress what would typically be a multi-year pricing evolution into a much shorter window.
The broader context here is that Apple is repricing its services business with visible urgency. Services revenue has become the margin engine for a company whose hardware unit sales have matured, and each additional dollar per subscriber across tens of millions of paid TV+ accounts and Apple One bundles flows almost directly to profit. The device price increases earlier in 2026 and the reported AppleCare Plus hikes reinforce that this is a portfolio-wide strategy, not a streaming-specific adjustment.
For subscribers, the practical question is whether the content library justifies $14.99 per month, or $119 per year, when competitors with larger catalogs are repricing in the same direction. The Ted Lasso Season 4 premiere provides a near-term reason to stay. Beyond that, Apple's ability to sustain pricing power in streaming will depend on a release cadence that gives subscribers reasons to stick around rather than cancel between seasons.
