Apple raises Apple TV and Apple One prices for the second time in a year

Apple raised the price of its Apple TV streaming service and its Apple One subscription bundle in the United States on Friday, the second increase to the service in just over a year and the latest sign that the streaming industry's decade-long price war has given way to a period of steady, near-universal increases.

The monthly Apple TV subscription rose to $14.99 from $12.99, and the annual plan climbed to $119 from $99, according to Apple's current pricing page. The Apple One Individual bundle, which pairs Apple TV with Apple Music, Apple Arcade and 50GB of iCloud storage, now costs $21.95 a month, up from $19.95, per Apple's Apple One page. The new rates apply immediately to new subscribers; Apple has told outlets including MacRumors that existing customers will be notified roughly a month before the higher price takes effect on their next billing cycle.

The new math

The increase marks the fourth time Apple has raised the price of its flagship streaming service since it launched in November 2019 at $4.99 a month. The service rose to $6.99 in 2022, to $9.99 in 2023, to $12.99 in August 2025, and now to $14.99 — a roughly threefold increase in seven years. The annual plan has followed the same arc, moving from $49.99 at launch to $119.

• Apple TV monthly: $12.99 to $14.99; annual: $99 to $119
• Apple One Individual: $19.95 to $21.95 a month
• Apple One Family ($27.95) and Premier ($39.95) are unchanged this round, having already risen in July alongside an Apple Music price increase

Apple's television service was renamed simply "Apple TV" last October, dropping the "+" it had carried since launch, a change the company's services chief, Eddy Cue, said reflected that the plus sign was meant to distinguish paid tiers from free ones, as with iCloud+. The renamed service should not be confused with the long-running Apple TV set-top box and app of the same name.

A content bet built on live sports and prestige drama

The price increases follow roughly a year in which Apple has substantially expanded what subscribers get for their money. In October 2025, Apple signed a five-year deal to become the exclusive U.S. broadcast partner for Formula 1, bringing every practice session, qualifying round and race onto the service starting with the 2026 season. The following month, Apple folded Major League Soccer into the base subscription, ending the standalone MLS Season Pass that had cost soccer fans an additional $14.99 a month or $99 a year.

On the drama and comedy side, Apple TV drew a record 89 Emmy nominations in July for the 78th Primetime Emmy Awards, up from 81 a year earlier, with the freshman horror-comedy "Widow's Bay" and Vince Gilligan's "Pluribus" leading the tally. Apple said in its announcement that the nominations spanned 15 different programs, the widest spread of any network or streamer this year. The Emmy ceremony recognizing those nominations is scheduled for September 14, roughly two weeks after the new pricing took hold.

Apple has not offered a detailed public rationale for the increase beyond confirming the new prices to reporters. The pattern nonetheless mirrors the rest of the industry: Netflix and Peacock have both raised prices at least once in 2026, continuing a run of annual increases that began once the major streamers stopped competing primarily on price and started competing on exclusive live sports and awards-season programming.

A slower-growing market absorbs another increase

The increase lands at a moment when the streaming business overall is decelerating. According to subscription analytics firm Antenna, premium video-on-demand services added subscribers at a 7% rate in 2025, down from 12% the year before — the first time growth has fallen into single digits — even as churn stabilized at a weighted average of about 4.6%. Antenna characterizes the shift as a maturing market rather than an outright decline, with new sign-ups increasingly concentrated around marquee programming events such as awards ceremonies and live sports windows rather than steady organic growth.

That backdrop puts pressure on services like Apple TV, which has a far smaller subscriber base than Netflix or Amazon Prime Video and has historically relied on critical acclaim and exclusive sports rights rather than a deep back catalog to retain subscribers. Apple does not disclose Apple TV subscriber numbers, but executives told analysts on the company's most recent earnings call that viewership hit an all-time high in the quarter ended in June, even as growth in the broader Services division moderated.

Consumers who subscribe to Apple TV directly, or through the Apple One Individual plan, are the ones affected by Friday's change; the Family and Premier tiers of Apple One, along with standalone Apple Music, iCloud+ and Apple Arcade subscriptions, are not part of this round of increases, having already been adjusted in July. The change applies in the United States and, according to MacRumors' reporting, in Brazil, Chile and Mexico as well.

What happens next

For existing subscribers, the practical effect will not be felt immediately. Apple's standard practice is to email account holders about a month before their renewal date at the new rate, meaning most current subscribers will not see the higher charge until their September or October billing cycle. Whether the increase dents subscriber retention will not be clear until Apple's next earnings report, given the company's practice of not breaking out Apple TV subscriber figures. In the meantime, the service's programming slate — including new seasons of returning hits and a full slate of Formula 1 races building toward the season's final races — will serve as Apple's implicit argument that the added cost is justified, an argument that will be tested most immediately at next month's Emmy ceremony, where Apple TV enters as the most-nominated platform in its history.