Apple TV gets another price hike as monthly subscription jumps to $14.99 in the US

The latest increase follows years of price rises as Apple expands its catalogue, and sports options for users

Apple TV subscribers in the United States are facing another price increase, with the streaming service raising both its monthly and annual subscription rates from Friday, August 28.

The monthly price is increasing from $12.99 to $14.99, while the annual subscription is moving from $99 to $119. The new rates apply to both new and existing subscribers in the US. Apple is expected to notify existing customers about the change before they are charged the higher price.

The increase marks another significant change for a service that originally launched in 2019 as Apple TV+. At launch, the subscription cost $4.99 a month. The latest monthly rate means the service now costs roughly three times its original price.

Apple is also increasing the cost of the individual Apple One plan, which bundles Apple TV with several other services. The monthly price for that tier is rising from $19.95 to $21.95. Apple One can include services such as Apple Music, iCloud+, Apple Arcade, Apple News+ and Apple Fitness+, depending on the plan.

The latest increase arrives as Apple TV has expanded substantially since its launch. The service now carries hundreds of Apple Original programmes and films, including popular series such as Ted Lasso, Severance, The Morning Show, The Studio and Shrinking. Apple also has a growing sports offering, with subscribers in the US able to watch Formula 1 races and Major League Soccer matches, alongside Friday Night Baseball coverage.

The pricing change also comes during a period of rising subscription costs across the streaming industry. Several major entertainment platforms have increased their rates as companies attempt to balance growing production expenses, content investment and competition for subscribers.

Apple TV has continued adding high profile projects to strengthen its catalogue. Its film offering includes CODA, which became the first streaming film to win the Academy Award for Best Picture, alongside F1: The Movie. The service has also invested heavily in television, with series such as Severance and The Morning Show becoming major parts of its identity.

For viewers, the higher price means the decision to maintain an Apple TV subscription may increasingly depend on how frequently they watch its original programmes and use its live sports coverage. The company is also continuing to offer ways for customers to access the service through bundles and promotional offers.

Apple's current service information confirms that Apple TV remains available through the Apple TV app and compatible devices, with family sharing allowing a subscription to be shared with other members of a household.

With the new rate taking effect immediately for US subscribers, Apple TV joins a broader streaming market where regular price adjustments have become increasingly common. For long time customers, however, the jump from the original $4.99 monthly launch price to $14.99 represents a substantial change in the cost of following Apple's growing library of original entertainment and live sports.