Apple TV is getting more expensive again.
The tech giant is raising the price of Apple TV for the fourth time in four years. A monthly subscription will now cost you $14.99, up by two dollars after a price increase that took effect Friday (August 28).
In that same vein, the annual plan increases by $20 and will now set you back $119.99, though existing subscribers will receive a month’s notice before the new price appears on their bill.
The price adjustment also applies to Apple One’s bundle, where the individual plan is increasing by $2 and now costs $21.95 per month. The plan continues to include Apple TV bundled with Apple Music, Apple Arcade, and 50 GB of iCloud+ storage.
Where is the money going?
Apple’s premium positioning is likely the result of its sustained yet aggressive investment in high-budget original programming. With Ted Lasso (2020-2023, 2026-Present) coming back after a long hiatus and the tech giant’s recent acquisition of exclusive U.S. broadcasting rights to Formula 1 under a 5-year deal, Apple’s strategy has been pretty straightforward and consistent.
The approach is essentially aimed at having fewer shows and higher budgets for prestige titles over a deep library of content, padding things out. This year’s line of releases extrapolates that focus, headlined by The Studio (2025-Present), Severance (2022-Present), Pluribus (2025-Present), Shrinking (2023-2024, 2026-Present), and breakout hit Widow’s Bay (2026-Present), this year’s most Emmy-nominated freshman series.
Apple’s price increase is not occurring in a vacuum, however. Everyone in the streaming space is doing this right now to balance out rising production costs and subscriber fatigue.
Peacock, for instance, raised prices earlier this month ahead of the fall NBA and NFL seasons, and ESPN is expected to follow suit next month. Prime Video, Netflix, and YouTube Premium, meanwhile, have all raised prices at some point this year.
Sources: Apple Newsroom, Apple Q3 FY2026, Peacock, ESPN, Hollywood Reporter