Apple TV Just Raised Its Prices Again, and Here’s What You’ll Pay Now

Streaming subscriptions have quietly crept upward across nearly every major platform this year, with viewers absorbing one price hike after another as services chase profitability in an increasingly crowded market. Netflix kicked things off back in March, followed by YouTube Premium and Prime Video in April, and Peacock joined the trend just weeks ago.

Apple has been part of that pattern too, having already raised prices on Apple Music back in July, which pushed its individual plan to $11.99 a month and bumped several Apple One bundle tiers along with it. Given how consistently the company has revisited its pricing lately, another adjustment to its flagship video service felt like only a matter of time.

That adjustment arrived this week. Apple TV’s monthly subscription price is increasing by $2 to $14.99, while the annual plan is climbing to $119, up from $99. The Individual tier of Apple One, which bundles Apple’s various subscription services together, is rising as well, moving from $19.95 to $21.95 per month.

The new pricing takes effect immediately for new subscribers, while existing subscribers will be notified roughly a month before the change hits their next billing cycle. This marks the fourth time Apple has raised the price of its streaming service in four years, and the monthly rate has now nearly tripled since the platform first launched back in 2019 at just $4.99 a month.

Last year’s increase, which took the monthly price from $9.99 to $12.99, left the annual plan untouched at $99.99. This time around, both the monthly and annual tiers are going up together, suggesting Apple is looking to close the gap between its two pricing options rather than continuing to offer a steep discount for annual commitments.

The increase isn’t limited to the U.S. either, with Apple confirming that Brazil, Chile, and Mexico are also seeing higher Apple TV pricing, though no other international markets are affected at this time. Other Apple One bundle tiers, including the Family and Premier plans, remain unchanged following this particular update.

The timing lines up with a strong stretch for Apple’s original programming. Executives noted in July that Apple TV viewership hit an all-time high during the previous quarter, even though the company doesn’t publicly break out subscriber numbers or detailed financials for the streaming business.

Much of that momentum has likely been fueled by shows like ‘Ted Lasso,’ which returned to strong buzz, alongside breakout success stories like ‘Widow’s Bay.’ Apple’s slate also includes returning favorites such as ‘Severance,’ ‘Pluribus,’ ‘The Morning Show,’ and ‘Presumed Innocent,’ all of which have been renewed for additional seasons.

Even with the increase, Apple TV remains cheaper than several of its biggest competitors. Disney+ with Hulu currently costs $19.99 a month, or $189.99 annually for an ad-free tier, while Netflix charges $19.99 monthly for HD streaming and $26.99 for its 4K plan with Dolby Atmos support across four devices.

Whether this latest hike affects subscriber retention remains to be seen, but Apple appears confident enough in its current content lineup to make the bet. With streaming price increases becoming an annual ritual across the industry, Apple TV’s latest adjustment likely won’t be the last one subscribers see this year.

It’s also worth noting that Apple TV has historically operated as one of the less profitable pieces of Apple’s services business, with earlier reporting suggesting the platform has lost well over a billion dollars annually in past years. Steady price increases like this one may reflect an ongoing effort to close that gap while the company continues investing heavily in awards-caliber original programming.