Apple Raises Apple TV Subscription Prices to $14.99 Per Month

Apple has raised the subscription fees for its flagship video streaming service, marking another cost increase across the consumer hardware and digital services ecosystem of the Cupertino, California-based technology giant, as first reported by Mashable Tech.

The price update went into effect immediately on Friday, increasing the monthly cost of an Apple TV subscription to $14.99, up from its previous rate of $12.99 per month. Customers who pay for the service on an annual basis will now see their recurring bill rise to $119 per year, representing a $20 increase from the former $99 annual fee. Because the price change was implemented right away, subscribers were unable to renew early or lock in the lower legacy rates prior to the adjustment taking effect.

The streaming rate bump has also triggered price changes for customers enrolled in Apple's multi-service subscription packages. The cost of the Apple One Individual tier has jumped from $19.95 per month to $21.95 per month. The individual bundle consolidates four distinct digital services—Apple TV, Apple Music, Apple Arcade, and 50GB of iCloud storage—into a single monthly billing cycle.

Friday's price adjustment represents the latest upward revision for Apple's streaming video platform. The company previously raised the monthly subscription fee last August, increasing it from $9.99 to $12.99. At the time of that previous hike, the product was still marketed under the Apple TV+ name before the enterprise officially dropped the "plus" suffix from its branding in October 2025. Following this latest change, the platform now costs $10 more per month than its initial launch price of $4.99 per month when it first debuted in 2019.

Apple has steadily built out its content offerings since launching the service six years ago. In contrast to rival digital media providers that rely heavily on licensing third-party motion pictures and broadcast television catalogs, Apple TV has maintained an exclusive focus on developing proprietary original series and feature films. The service currently serves as the exclusive streaming home for high-profile productions including "Ted Lasso," "Severance," "The Studio," and "Pluribus." Additionally, the platform holds global broadcasting rights to all Major League Soccer games, serving as a primary selling point for sports viewers following the World Cup.

The revised video streaming rates fit into a broader trend of price increases implemented across Apple's hardware and software offerings throughout the current year. In June, the company elevated the prices of several hardware devices, raising the cost of select MacBook and iPad models by as much as $500. One month later in July, Apple increased the monthly subscription rate for Apple Music, raising the price from $10.99 to $11.99 per month.

Following the latest adjustment to its media services, the iPhone stands as the last major product category in Apple's portfolio that has not yet experienced a price increase this year. However, that status is expected to change shortly, as reports indicate the company plans to introduce higher pricing for its flagship smartphone series during its major annual launch event scheduled for September.

With these across-the-board updates, almost no primary business unit inside the tech firm has managed to bypass a price increase over the past year. One rare exception in the company's accessory lineup is the Apple Polishing Cloth, which recently saw its consumer retail price cut from $19 down to $9.