Overview
- Apple raised the U.S. monthly price for Apple TV to $14.99 and the annual plan to $119, with the change taking effect for new subscribers on Friday, Aug. 28, 2026.
- The Individual tier of the Apple One bundle increased to $21.95 per month while Family and Premier plans were left unchanged this round.
- Existing Apple TV subscribers will receive roughly one month’s notice before the higher charge appears on their next bill.
- Apple has expanded its content lineup to more than 300 originals and added live sports such as Formula 1, MLB and MLS, which the company and analysts point to as drivers of higher content costs and the price change.
- The hike follows similar moves across major streamers this year, leaves Apple TV without a lower-cost ad tier, and may push some consumers to switch plans, cancel, or lock in annual pricing to limit future increases.