Full Breakdown
Apple TV Subscription Prices Rise to $14.99 per Month
8/28/2026, 7:51:17 PM
Core Event: Price Increase Takes Effect
On August 28, 2026, Apple announced that the monthly fee for Apple TV will increase from $12.99 to $14.99 for new subscribers, with the annual plan rising from $99 to $119. Existing subscribers will be notified by email about a month before the higher rate takes effect. The Individual tier of Apple One also climbs from $19.95 to $21.95 per month; Family and Premier plans stay the same.
Background & Context: Pricing History and Content Expansion
Apple TV launched in November 2019 at $4.99 per month. It has been raised three times before: $6.99 in 2022, $9.99 in 2023, and $12.99 in August 2025. The August 2026 hike is the fourth increase, bringing the price to roughly three times the original. During that period the library grew to over 300 titles, adding series such as “Ted Lasso,” “Widow’s Bay,” “Severance,” and “Pluribus,” plus films like “CODA.” Apple TV also secured exclusive U.S. rights to Formula 1 and added Major League Soccer streaming at no extra charge.
Data & Statistics: Pricing Timeline and Content Library
- 2019: $4.99/month
- 2022: $6.99/month
- 2023: $9.99/month
- 2025 (Aug): $12.99/month; annual $99.99
- 2026 (Aug 28): $14.99/month; annual $119
- Apple One Individual: $19.95 -> $21.95/month
- Original titles: >300 series and movies
Official Statements & Responses: Apple’s Rationale and Viewership Claim
Apple said the adjustment reflects “streaming inflation” and the expanded content slate, including live sports and Emmy-nominated originals. Executives noted a recent viewership peak, citing the services division’s 12 % revenue increase to $30.7 billion for the June quarter. Apple also pointed to similar price hikes by competitors such as Netflix, Peacock, and ESPN.
Conflicting Reports & Gaps: Discrepancies in Reported Figures
Outlets differ slightly on the new monthly price: Variety, Deadline and most sources list $14.99 (up from $12.99), while Engadget and Vulture reported $15 (up from $13). The Verge referenced the $14.99 figure. All agree on the annual price of $119 and the Apple One Individual increase to $21.95.
Why It Matters: Competitive Landscape and Upcoming Apple Events
The rise aligns with broader industry hikes from Netflix, Disney+, Hulu, Paramount+, Peacock and ESPN. It comes ahead of Apple’s iPhone event on September 9, 2026, where a foldable iPhone is expected. Analysts note the increase may help offset higher hardware costs and fund premium content and sports rights. ESPN’s own streaming price rise is set for September 17, 2026, highlighting the trend of rising subscription fees across the sector.
