Apple TV Price Hike Again Subscription Jumps to $14.99 Per Month

TL;DR

• Apple TV+ is increasing its monthly price from $12.99 to $14.99 in the U.S., with the new rate effective immediately for new subscribers and on the next renewal for existing subscribers.
• The $2 hike is the latest in a series of increases since its $4.99 launch price in 2019, but Apple TV+ remains ad-free and still undercuts ad-free plans from Netflix and Max.
• Annual subscriptions and Apple One bundle pricing are also expected to rise, leaving current subscribers to decide whether to pay more, switch to an annual plan, or cancel before their next billing cycle.

When Does the New $14.99 Price Take Effect?

Apple has quietly raised the price of Apple TV+ for the second time in a year. New subscribers in the U.S. will now pay $14.99 per month, up from $12.99, effective immediately.

For existing subscribers, the increase won't hit instantly. Apple says the new price will apply on their next billing cycle on or after 30 days from the announcement, giving users at least one more month at the old rate. The change was first reflected on Apple's website and in App Store subscription pages on August 21, 2026. International pricing is also being adjusted in select markets including the UK, Canada, and Europe.

This follows the same rollout pattern as the last increase in August 2025, when Apple gave current users a 30-day grace period before the higher price kicked in.

A Steady Climb From $4.99

When Apple TV+ launched in November 2019, it was one of the cheapest streaming services on the market at just $4.99 per month. That bargain price didn't last long.

Here is how the subscription has climbed over the years:

• 2019 - 2022: $4.99 per month at launch
• October 2022: Increased to $6.99 per month
• October 2023: Increased to $9.99 per month
• August 2025: Increased to $12.99 per month
• August 2026: Increased to $14.99 per month

That means the service now costs three times its original price in less than seven years. The annual plan, which was previously $129 per year, is also expected to increase to around $149 per year, though Apple has not yet updated all bundle pricing pages. Apple has justified the hikes by pointing to its significantly expanded library and award-winning originals like Ted Lasso, Severance, The Morning Show, and Slow Horses.

How Apple TV+ Now Stacks Up Against Competitors

Even at $14.99, Apple TV+ is still positioned as a mid-tier option, especially since it remains completely ad-free. Unlike most rivals, Apple has not introduced a cheaper ad-supported tier.

Here is how it compares to other major ad-free plans in the U.S.:

• Netflix Standard: $17.99 per month
• Disney+ Premium (No Ads): $17.99 per month
• Max Standard: $16.99 per month
• Hulu (No Ads): $17.99 per month
• Paramount+ with SHOWTIME: $13.99 per month
• Peacock Premium Plus: $13.99 per month

At $14.99, Apple TV+ is now more expensive than Paramount+ and Peacock, but still $2 to $3 cheaper than Netflix, Disney+, Hulu, and Max. However, its library is considerably smaller than those competitors, focusing exclusively on original content rather than licensed back catalogs.

What About Apple One and Annual Subscribers?

The price hike also has knock-on effects for Apple One, Apple's all-in-one subscription bundle. The Individual, Family, and Premier Apple One plans all include Apple TV+ alongside Apple Music, Apple Arcade, iCloud+ storage, and in some cases Apple News+ and Fitness+.

Apple has not officially announced new Apple One pricing yet, but history suggests a $2 to $3 increase is coming for each tier. The current Apple One Individual plan is $19.95 per month, Family is $25.95, and Premier is $37.95. If you subscribe through Apple One, you may be somewhat insulated, but an increase is likely within the next billing cycle.

For those paying annually, the yearly Apple TV+ subscription remains the best way to save. Even with a price bump to $149 per year, it breaks down to about $12.42 per month, saving roughly $30 compared to paying monthly.

Is Apple TV+ Still Worth It?

The value proposition for Apple TV+ has always been different. It doesn't have the vast libraries of Netflix or Disney+, but it has leaned heavily on quality over quantity with a string of critically acclaimed, Emmy-winning shows and high-budget films.

For current subscribers, the decision comes down to how much you watch. If Severance, Foundation, Silo, and upcoming 2026 originals are must-watch TV for you, $14.99 ad-free may still feel reasonable compared to $17.99 elsewhere. For more casual viewers who only dip in for one show at a time, the strategy of subscribing for a month or two and then canceling becomes even more appealing.

Prospective subscribers have a short window to act. Anyone considering signing up can still lock in a 7-day free trial, and those who recently purchased a new Apple device are still eligible for three months free, which will then convert to the new $14.99 rate.

With streaming prices rising across the board, Apple's latest hike is not an outlier, but it does erase much of the price advantage the service once had.

AndroGuider Team

Articles written by the AndroGuider team. We try to make them thorough and informational while being easy to read.