Apple TV+ Gets Its Fourth Price Hike Since 2019, Now $14.99/Month
Apple has raised the Apple TV+ monthly subscription price to $14.99, up from $12.99, with the annual plan increasing from $99 to $119. The Apple One bundle — which combines Apple Music, Apple TV+, Apple Arcade, and 50GB of iCloud storage on the Individual tier — rises from $19.95 to $21.95 per month. The changes take effect for current subscribers as Apple processes the updated pricing (TechCrunch).
This is the fourth Apple TV+ price increase in four years. The service launched at $6.99 in 2019, was raised to $9.99 in October 2023 alongside an Apple News+ hike to $12.99 (Reuters), then to $12.99 in August 2025 for new subscribers (Reuters), and now $14.99. The monthly cost has more than doubled since launch.
The increase does not land in isolation. 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 hikes, clustered within a six-month window, point to a coordinated industry phase of subscription repricing rather than a single-platform decision.
Apple has also built a cross-service bundle intended to offset some of that cost pressure. In October 2025, Apple and NBCUniversal introduced an Apple TV+ and Peacock Premium bundle in the U.S. at $14.99 per month, which they said saves customers over 30 percent compared to subscribing to each service separately (Apple Newsroom). The MLS Season Pass, Apple's other major subscription property on the TV platform, is priced at $14.99 per month during the season or $99 for the full season (Apple Newsroom).
The broader Apple services and hardware catalog has been moving on multiple fronts. Apple introduced AppleCare One in July 2025, 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 featuring 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 straightforward math. A standalone Apple TV+ subscriber paying $14.99/month now pays $179.88 annually versus $119 on the annual plan, making the yearly tier a clearer value proposition than it was before. The Individual Apple One plan at $21.95/month bundles four services for $6.96 more than TV+ alone, which remains the most cost-effective path for anyone already using Apple Music and iCloud storage.
The streaming industry has spent the last two years converging on a similar conclusion: the ad-free, low-price acquisition era is over. Each platform has cycled through the same sequence: launch below cost to build a subscriber base, raise prices incrementally, introduce an ad-supported tier at the original price point, then raise prices again. Apple's $6.99-to-$14.99 arc over seven years is the cleanest example of this pattern in the market, partly because Apple TV+ launched with a thinner content library than its competitors and has been repricing upward as that catalog has expanded.
The broader context here is that Apple TV+ still does not offer an ad-supported tier. Netflix, Peacock, and Disney+ all maintain lower-priced ad-supported plans that give subscribers a price-sensitive alternative. Apple's bet is that its content quality, bundling leverage, and ecosystem lock-in — the difficulty of leaving once you are invested in multiple Apple services — can sustain a premium-only model. Whether that holds as the monthly price approaches the $15.99-to-$22.99 range where Netflix's standard and premium tiers sit is a genuine open question. The Peacock bundle at $14.99 for two services is, in effect, Apple acknowledging that $14.99 for TV+ alone is a stretch for price-sensitive households.
Apple's services revenue has been the company's most reliable growth engine, and subscription pricing is the lever that moves it most directly. A $2/month increase across an estimated 25-plus million TV+ subscribers adds 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 services stack.
For existing subscribers, the path of least resistance is to evaluate the annual plan or the Apple One bundle before the new monthly rate takes effect. For the market, the signal is that the repricing cycle that began in 2023 is not yet finished.
