Apple TV Climbs to $14.99 as the Bundle Follows

Apple raised the U.S. price of Apple TV to $14.99 a month on August 28, 2026. The annual plan is now $119, up from $99.

New customers pay immediately. People already billed get about a month of notice. The Individual Apple One plan rose $2 as well, to $21.95, after Apple Music and the family tiers already moved in July.

Apple Sets the New Apple TV Price at $14.99

Apple told reporters the standalone monthly rate moves from $12.99 to $14.99 and the yearly rate from $99 to $119. On $14.99 per month after a trial, the company now lists a free week, then the new monthly bill. Family Sharing still covers the account holder plus five other people.

Brazil, Chile, and Mexico moved the same day. Apple said no other countries were in this round.

The $2 monthly bump is smaller than the $3 jumps in 2023 and 2025. The annual plan took the heavier hit, a $20 rise that works out to 20 percent. For anyone who pays month to month, twelve bills now total $179.88 unless they switch to the yearly rate.

NEW U.S. RATES ON AUGUST 28

Family and Premier already went up in July when Apple Music did. Individual was the tier left behind. This round closes that gap so the cheapest bundle still undercuts buying Music and TV as separate lines.

How the $4.99 Launch Offer Became Three Times That

Apple TV, then called Apple TV+, went live on November 1, 2019 at $4.99 a month. The roster was about nine originals. Hardware buyers got a year free. The pitch was simple: pay less than Netflix, watch a short list of glossy shows, and never see an ad.

That $4.99 rate lasted three years. Then the company started treating the service like every other streamer treats a mature product: raise the price, point at the catalog, and keep the ad-free rule in place.

THE ROAD FROM $4.99 TO $14.99

1. November 1, 2019: Apple TV+ launches in the United States at $4.99 a month.
2. October 2022: First increase, to $6.99 a month.
3. October 2023: Second increase, to $9.99 a month.
4. August 2025: Third increase, to $12.99 a month. The annual plan stays $99.
5. July 2026: Apple Music rises, and Apple One Family and Premier rise with it. Individual does not.
6. August 28, 2026: Fourth Apple TV increase, to $14.99 a month and $119 a year. Individual Apple One finally moves.

Four increases in four years take the monthly bill to three times the launch price. The yearly plan, which Apple left alone in 2025, now carries the same logic. Pay a year ahead and the effective rate is about $9.92 a month. Stay on monthly billing and you fund the full $14.99.

Individual Apple One Rises After the July Music Hike

Apple One is the company’s answer to people who already pay for Music, iCloud+, and Arcade. The Individual tier is the one-person stack. Family and Premier are the shared stacks, and those two already took $2 hits in July.

On Apple’s own bundle page, the Individual plan now costs $21.95 a month and is listed as $13 a month cheaper than buying the same services apart. Family is $27.95. Premier is $39.95. Both of those figures are the post-July rates, left still on August 28.

APPLE ONE U.S. PRICES AFTER AUGUST 28

If Apple had lifted TV and left Individual at $19.95, the bundle discount would have shrunk in a way customers can see on a receipt. Moving TV and Individual by the same $2 keeps the math tidy. The people who only wanted the shows, and who never added Music or Arcade, do not get that cushion.

The Last Major Streamer Without an Ad Plan

Netflix, Disney, Peacock, and several others sell a cheaper feed with commercials. Apple still does not. There is no $9.99-with-ads door. The hike is the whole hike.

That choice is older than this increase. It is also why $14.99 lands harder than a $2 move on a service that offers a lower rung. You can pay yearly. You can hide the bill inside Apple One. You cannot trade ads for a cheaper month.

A lot of accounts never paid the list price in the first place. Antenna, which tracks sign-ups across premium streamers, found that free trials accounted for 55 percent of 2025 sign-ups on Apple TV, down 5 points from 2024. Buy a new iPhone, iPad, or Mac and the service is still included for three months if you redeem in time. The list price is for the people who stay after the perk ends.

WHAT AN APPLE TV PLAN INCLUDES NOW

• Apple Originals: Hundreds of exclusive series and films, with new titles most weeks and no ads on that programming.
• Live sports: Formula 1 in the United States, every MLS match, and two MLB games most Fridays in season.
• Sharing: One bill covers up to six people through Family Sharing.
• Trials: Seven days for a new paid sign-up, and three months with a qualifying Apple device.
• No ad tier: There is still no cheaper commercial plan.

Sports are the piece that used to sit behind extra paywalls. MLS Season Pass is gone; the league is in the standard plan. F1 is in the same bill for U.S. viewers. That is the value argument Apple can make for $14.99, and it is a real one. It is also how a service that launched as a prestige miniseries shop now prices like a mid-tier streamer with live games attached.

Four Increases, and the Subscriber Count Stays Hidden

Apple has never published an Apple TV headcount. Outside firms have long used a figure near 45 million. In October 2025, Eddy Cue, Apple’s services chief, told interviewer Matt Belloni that the real number was “significantly more” than that 45 million estimate and then declined to give his own. Netflix was already above 300 million paid relationships in that same conversation’s frame of reference.

The 45 million figure in many headlines is that old analyst ballpark, not a number Apple signed. Cue’s pushback is the last on-the-record steer, and it is still not a disclosure. The company reports a services line that folds TV in with the App Store, iCloud, AppleCare, ads, and Music.

For the quarter ended June 27, 2026, Apple posted $109.4 billion in sales. June quarter services sales were $30.7 billion, up 12 percent from $27.4 billion a year earlier, or 28.1 percent of the company. Tim Cook, then still chief executive, used the call to mark a June-quarter record across iPhone, Mac, and services.

Today, Apple is proud to report our strongest June quarter ever, with double-digit revenue growth across iPhone, Mac and Services, and in every geographic segment.

Tim Cook, then CEO, Apple fiscal third-quarter results, July 30, 2026

Cook’s last day in the job was September 1, 2026. John Ternus, previously head of hardware engineering, took over the next morning. The TV increase landed four days before that handoff. It is a small lever on a $30.7 billion services line, and it is the kind of lever a services-heavy P&L keeps pulling.

Existing Subscribers Get About a Month of Notice

If you already pay, the $14.99 rate is not on your next charge unless that charge is about a month out. Apple said it would email current Apple TV and Apple One Individual customers roughly a month before billing the new amount. New sign-ups on August 28 and after are already on $14.99 or $119.

Family and Premier customers do not see this specific TV increase on those tiers, because those bills already moved in July. A person who only takes standalone TV, and who pays monthly, is the account that feels the full $2.

The people still mentally pricing the service at $4.99 are looking at a bill that has tripled. Some annual customers are still closer to $11 a month until renewal. That split, monthly versus yearly versus bundled, is why one household shrugs and another cancels. The yearly plan is the quiet discount Apple left in the table.

F1, MLS, and the Shows Behind the New Bill

Apple did not attach a new show to the press note, but the calendar around the increase is not empty. Ted Lasso season 4 began streaming on August 5, 2026. Dark Matter season 2 arrived on August 27, the day before the new rate. Slow Horses season 6 is set for September 16, 2026.

Those titles sit on top of a sports slate that now lives in the base plan for U.S. accounts: F1, MLS, and Friday Night Baseball. The old MLS Season Pass upsell is gone. That is the cleanest product change under the $14.99 number, and it is the one that most resembles what Peacock and Amazon already do with leagues.

A stack of streamers now costs what a cable bundle used to cost, which is the complaint this hike walked into. Apple is no longer the cheap extra on that stack. It is also still cheaper than several ad-free rivals, and it still refuses the ad door those rivals use when they want to raise the top rate without losing the bottom. Both of those facts can be true at $14.99.

Hardware remains the other on-ramp. A new Apple device still carries three months of the service. After that, the bill is the bill, unless the account is already inside Apple One.

Frequently Asked Questions

How Much Does an Annual Apple TV Plan Cost Now?

The U.S. annual plan is $119, which divides to about $9.92 a month. Twelve monthly payments at $14.99 would be $179.88, so the yearly option saves $60.88 if you are willing to pay ahead and stay the full year.

Can I Still Get Apple TV Free With a New Apple Device?

Yes. Apple still includes three months of Apple TV when you buy a qualifying device, and you have 90 days from purchase to redeem that offer. After those three months, the account converts to a paid plan at the then-current rate unless you cancel.

Does Apple TV Include an Ad-Supported Plan?

No. Apple still sells only the ad-free service. One workaround that is easy to miss: the Apple Music Student plan still includes Apple TV at no extra line item for eligible students, which is a different discount than a commercial tier.

Which Countries Saw the August 28 Price Increase?

Apple listed the United States, Brazil, Chile, and Mexico. It said no other countries were part of this round, so a U.K. or euro-zone bill did not move on that date.

Is There Still an Apple TV and Peacock Bundle?

Yes. Apple’s TV storefront still sells an Apple TV and Peacock bundle, with plans starting at $17.99 a month after the TV increase. Family and Premier Apple One customers can also add Peacock at a separate discount Apple lists on that same page.

The next test is renewal season, not the press note. Monthly standalone accounts will see $14.99 land after the notice window. Bundled and annual accounts will see a smaller change, or none, until those plans come up. Apple still will not say how many of each it has.