Apple raised the price of its Apple TV streaming service on Friday, marking the fourth increase in four years. The monthly subscription climbed $2 to $14.99, while the annual plan jumped 20%, from $99 to $119.
Apple's Individual tier of Apple One, the bundle that pairs Apple TV with Apple Music, iCloud+, and Apple Arcade, also rose from $19.95 to $21.95 per month. The new prices took effect immediately for new subscribers, while existing subscribers will receive roughly a month's notice before the higher rates apply to their accounts.
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The increase continues a steady climb for Apple TV, which launched in November 2019 as Apple TV+ at just $4.99 a month. Since then, the price has risen from $4.99 to $6.99 in 2021, then to $9.99 in 2023, $12.99 in August 2025, and now $14.99. That means the service has tripled in price in just seven years. Apple also raised the price of Apple Music by $1 last month and increased Apple One's Family and Premier bundle tiers from $26 to $28 and $38 to $40, respectively.
Even with the latest hike, Apple TV remains cheaper than several of its biggest streaming competitors. Ad-free plans from Netflix and Disney+ both start at around $19 to $20 a month. Apple TV also remains the only major streaming service without an ad-supported tier.
Apple TV's content library is still considerably smaller than its rivals, even as the service has expanded significantly since launch. It now includes originals like "Severance," "Ted Lasso," "The Studio," and "Pluribus," along with films such as "CODA" and "F1: The Movie." The service has also added live sports coverage, including Formula 1, MLB, and MLS.
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That said, streaming services across the industry have been getting more expensive over the past year. Netflix raised prices across all three of its US plans in March, and YouTube Premium followed in April with its first increase since 2023. Peacock announced its own hike earlier this month, and ESPN's streaming prices are set to rise as well, beginning September 17.
