Apple TV is Getting Another Price Hike (And It’s Not Small)
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Everything is getting more expensive, but you know the economy is really bad when even Apple is having a hard time holding the line.
After years of famously avoiding price increases on its hardware — and many of its services — 2026 is the year that armor has completely shattered. In June, Apple raised prices on almost all of its products in response to the skyrocketing costs of RAM and flash storage — the so-called “RAMpocalypse.” Only the iPhone, Apple Watch, and AirPods were spared, but most analysts believe Apple is simply waiting to drop the hammer next month, when it unveils the iPhone 18 Pro, iPhone 18 Pro Max, Apple Watch Series 12, and Apple Watch Ultra 4.
While we’ve already seen the cracks in the pricing models for Apple’s services, the tide on those is now rising more rapidly. While Apple held the line on its $9.99 Apple Music price for nearly seven years, rising music licensing costs forced it to bump Apple Music to $10.99 in 2022, and then it got hit with its second price increase last month, going to $11.99 — and taking Apple One plans along for the ride.
Now, it sadly seems it’s time for Apple TV to follow suit. The streaming service, which launched at a $4.99 price in 2019, has already increased three times in the past four years. When Apple made its first bump in 2022, raising it to $6.99, the company couched it as a normal adjustment to what had been a “very low” introductory price to get people on board. That was still a surprisingly reasonable price for an ad-free streaming service, considering Apple’s competitors struggled to offer even ad-supported packages at that price.
That didn’t last long. Apple bumped it only a year later to $9.99 monthly in 2023, then took it to $12.99 in August 2025.
Still, that last price increase came with a pretty important asterisk: Apple raised only the monthly price, leaving the annual subscription at $99 per year. That made the bump more clearly a retention play, designed to encourage folks to sign up for the long haul rather than signing up just to binge their favourite shows and then canceling. Streaming services like steady subscription revenue, and Apple is no exception.
Apple TV and Apple One Prices Go Up
Sadly, that’s not quite the case this year, as Apple is increasing both the monthly and annual prices for Apple TV, along with the Apple One Individual Plan. Here’s the rundown:
- Apple TV Monthly: $14.99 (up from $12.99)
- Apple TV Annual: $119 (up from $99)
- Apple One Individual: $21.95 (up from $19.95)
There are a couple of small silver linings there, though. First off is that Apple One Family and Apple One Premier remain unaffected by these increases. They already got bumped last month with the Apple Music hike, each going up by $2.
Along the same lines, Apple One Individual didn’t increase last month, so in a sense Apple is really just catching up here. Once this final change clicks into place, all three Apple One plans will have seen a $2 monthly increase this year.
The other tiny victory is that the relative discount for an annual Apple TV subscription has actually increased — the gap is now slightly larger than it was when Apple upped only the monthly price last year — you’ll pay $9.92 per month for Apple TV if you sign up annually, effectively putting you at the 2023 monthly rate, but that’s a savings of $4 more per year compared to signing up monthly.
With both the old rates and the new ones, you’re effectively getting four months free if you sign up annually. You’re still paying more overall, of course, but it’s clear Apple wants to continue giving folks an incentive to stick around.
